heteronormativity or heterosexism?

This stuff makes me bang my head on the wall:

Valdez and his team of 45 freelance writers do it all: write a client's [online dating] profile, pick out potential matches, send introductory e-mails and message back and forth until a date is confirmed. Then they turn over the correspondence and tell the lucky fellow where and when he's meeting Madame X. (And it's almost always that gender dynamic; 80 percent of the firm's clients are men.)

I feel like keeping this paragraph on an index card in my wallet, ready to be pulled out at any moment, with the line: "Do you really believe that gay people are not discounted or devalued in our nation's 'liberal' media?"