It's not gay if you don't care if it is!
Bob is your average, macho, heterosexual man. Everyone knows that he is an average, macho, heterosexual man. But nonetheless, Bob will routinely make outrageously homoerotic comments and suggestions to his (presumably also straight) friends and co-workers. Why? It's actually a way to reinforce just how macho he is; by doing this Bob appears to be utterly secure with his own sexual identity, and if he unsettles other people by doing this, then Bob is the one who comes out looking the most unflappable and collected (and above all, manly) in the room. It's a kind of homoerotic jiu-jitsu. Sometimes the target buckles in uncomfortable silence, or sometimes they'll catch it and reverse it (Gay Bravado Chicken: whoever loses, the Yaoi Fangirls win!)
Occasionally, Bob will make the mistake of accidentally directing one of these comments or suggestions to a man who is, unbeknownst to Bob, Straight Gay. This is almost always Played for Laughs at Bob's expense.
It's worth noting that this is not just innuendo. Someone shooting for Gay Bravado does not stop at merely innuendo. Nor is this just normal dialogue accidentally mistaken for homoeroticism, or innocent dialogue intended to remind the audience of homosexuality. This is completely intentional. There is of course the message implied when male homosexuality is treated as a joke at best, at worst becoming a weapon to make either straight or genuinely LGBT people uncomfortable (the latter a particularly sleazy form of bigotry).
A subtrope of Faux Yay. Contrast Girl on Girl Is Hot. Can sometimes take the form of a "Take That!" Kiss. See also Real Men Wear Pink, where men do stereotypically gay or feminine things but aren't doing them to show off their heterosexuality. On the surface appears to be a complete inversion of Have I Mentioned I Am Heterosexual Today?, but can be simply a way of making the same point by means of irony. Near inversion of Armoured Closet Gay.
