Even When It's Not News

Zachary Quinto made headlines last week when he came out casually during the course of an interview.  I have long been wondering why celebrities have coming out press conferences still.  Quinto, like most people his age, neither feels the need to talk about his sexuality when it is not relevant, nor feels the need to treat his identity as abnormal.  But the media felt like Quinto had duped them into believing he was straight and he pulled a fast one on America.  Quinto talked about his experience as a gay man.  When will the media learn not to be more heteronormative than the rest of the country?