To say it's a non-story is an opinion, but unfortunately a wrong one. How many "googles" of Michael Sam took place today, go ahead throw a number out there, now add another 3 zeroes......that makes it news. Whether or not it is news that matters to you.........well really only matters to you (speaking to the collective, no one in particular).
I give the guy credit for standing up for what he represents, for possibly risking draft position and subsequently money to put out there who he is, and what you are going to get. For those that don't know, that is called integrity. There won't be any late season distractions, or surprises later sprung on teams, no one will ever be able to say "we didn't know". There will be a media frenzy on draft day, ota's, mini-camps, and pre-season. Sooner or later the luster of the story will wear off, and it'll be time to get to work. Someone will take him, and regardless of how he performs for whatever the duration of his career at the next level, he's a guy I bet busts his *** out there, one of those "die-trying" kind of guys.
Personally, if he gets peace from all of this then who am I or you to drag on what he perceives to be important. I hold that it's really easy to say how you'd expect to get treated, and how you would react if you were black/gay/fat/..../etc. if you're actually not one of those people. Multiple scientific studies have shown that many "normal" people are completely clueless on what happens during the day to many types of minorities (think of all those hot girls wearing a fat suit type of experiments or Dan Akroyd in trading places.....sorry had to do it). People are all different and have different tolerances for pain/stress-coping/addiction..../etc....
You're not racist? Go here https://implicit.harvard.edu/implicit/selectatest.html and take the Race IAT, hell take any of the tests, but at least try the race one (I notice there's one for sexuality as well). (Again not at any one person, sharing with everyone).
MY bottom line is your attitude of "who cares" is correct.......if he's gay, want's to be public about it.......should you care?