Gaga just knows by referencing God and singing country-vibe folk-rock-pop-blues tracks she'll have some new, conservative fans. Likewise with the Halftime show. She's aware that she once catered to the outcasts, but she's instead appealing to everyone so people who wouldn't normally get along, do because of music. She's made herself rather clear in interviews tbh.
Stefani will always fly the pride flag. This is just an all-rounded, widespread version of bringing people together.