"Hurt feelings" or "feeling offended" is the way the west processes this phenomenon, but it's far from what we, in our world of conflict resolution, psychotherapy, and Montessori education have come to understand as such.
One aspect of all this is that more and more gay people today, not feeling marginalized and embattled as a group in the way that their counterparts of a generation ago did, feel less and less of a need to cling tightly to the label that once would have bound them together.