"I know people that are gay -- they just thought it was funny as hell," GoDaddy.com CEO Bob Parsons told ABCNews.com.
GoDaddy.com has a track record of getting ads rejected from the Super Bowl. In 2008, Fox banned a GoDaddy.com ad that featured attractive women accompanied by pet beavers -- the fact that the animal's name was a double entendre for a part of the female anatomy was apparently what forced the network's hand.
In 2006, Parsons said, ABC rejected some eight GoDaddy.com Super Bowl ads before finally accepting one.
Critics say GoDaddy has made a habit of creating over-the-line commercials for the sake of the free publicity that floods in when the ads get banned, but Parsons denies that.
"We never make an ad to have it rejected purposely, because I think people would be able to spot that for being disingenous," he said.
A commercial by Man Crunch, a dating site for gay men, shows two men wearing football jerseys sitting on a couch, watching a game. When both men reach for a bowl of chips and their hands touch, suddenly the two are locked in an embrace and begin kissing. (Watch the Man Crunch ad here.)
CBS was vague on its explanation of why it rejected the ad.
"After reviewing the ad -- which is entirely commercial in nature -- our Standards and Practices department decided not to accept this particular spot," the network said in a statement.
Man Crunch's spokesman said that the rejection constituted discrimination.
"Our feeling is that if this was an ad for a straight dating service where you had a guy and a girl kissing, the way we have them kissing on it, there would have been no issue," Dominic Friesen said.
But was CBS's rejection about money, not content? Advertising Age reported that the network may have been concerned that Man Crunch couldn't actually afford the ad.
"A lot of people believe Man Crunch never had the money to buy the spot, they were just looking for the controversy," Woodard said.
Friesen conceded that CBS rejected a credit application by Man Crunch, but he added that the company had been willing to pay in advance for the ad, in cash, and had also submited a new credit application by its parent company. He told ABCNews.com that Man Crunch, which was launched in January, was prepared to put down between $2.2 and $2.5 million for a Super Bowl spot.
The company plans on launching a "huge" advertising campaign in two to three months, he said.
"That money is still going to be spent," he said, "It's just going to be spent another way."
Focus on the Family, which opposes abortion rights, hasn't made any previews available of its Tim Tebow commercial, but it has nonetheless drawn fire from women's groups.
The commercial inserts "an exceedingly controversial issue into a place where we all hope Americans will be united, not divided, in terms of watching America's most-watched sporting event," Jehmu Greene, president of the Women's Media Center, told ABC News last week.
Focus on the Family, meanwhile, argued that the spot is neither political nor controversial.
"It's a personal story about the love between a mother and son," spokesman Gary Schneeberger said.