Its grounded into the culture to the point that only people who feel offended by the term are against it. I've heard gay people say it as an ironic joke. My opinon, is that demonizing people saying the word gay as an insult, directly or indirectly isnt going to help the matter.
On an intresting note, I wonder why English or even in the US is gay used as an insult. England has words like poof, or tosser I suppose but in Mexico we dont even have an insult thats the same as gay, or thats so gay. And the few words that have similar meanings dont mean the exact same thing as in America. Huh.