For what it's worth, most of the people I've mentioned it to have been entirely on board with the tone of the marketing. And I definitely agree that it's a good thing to have, as you put it, proudly queer-normative media.
Yeah, HtN is a good bit less pulpy and more focused on psychological drama/horror. It's also where I really fell in love with the series; I thought GtN was pretty good, but HtN starts to dig into the thematics more, and I empathize a lot with Harrow.If you can stomach having that on the back cover1, rest assured that Harrow the Ninth is even less pulpy than Gideon the Ninth. The necromancers are not, in fact, gayer than ever - if anything, there's less sexuality in Harrow the Ninth. Mostly because they've swapped the main character from a horny butch jock to a horrible little soup-brain goth goblin
Spoiler: Harrow the Ninth spoilers
"soup-brained" - I see what you did there.