99% of the time Shemales (at least Asian Shemales) have no desire to fuck a guy. They want to be fucked, as women. They live their lives completely as women, with the most beautiful being able to fool anyone. These aren't guys in drag. They are women from the time they wake up until they go to bed.
Marketing for them is to ALWAYS refer to them as women, since the buyers are straight married guys with kids and all that. It is NOT a gay niche. Just about all Gay surfers have no interest in Shemales. So since it's sold to straight surfers, Shemales are effectively sold as "she" or "her". The fantasy is they are mythical creatures with something "extra". Market it as such, otherwise money will be left on the table
