Marjorie Liu wrote an entire arc about Bobby choosing to destroy the world because he hated himself. And his personal arc on Liu's run ended on a scene with Northstar with subtext so clear that it isn't even subtext
Saying there wasn't enough build up also doesn't acknowledge the fact that writers have/or at least had to get editorial approval to portray characters' sexualities as anything other than straight - a thing that was even banned when a lot of the panels you said were taken out of context were released. Bendis was the first writer to write a (poorly framed, yes) story about Bobby being gay, but he wasn't the first writer to want to tell a story about Bobby being gay/not straight. There is an important difference there