It wasn't so wonderful if you were gay, for example. AIDS was still new and scary in 1990, and society was not so accepting of that lifestyle.
I remember when I was a teen it wasn't uncommon to go to a Boston Pizza-tier restaurant and have the waiter make a quip about "not wanting to look like a fag" by ordering the same thing as the guy next to you. This was a thing into my 20s, as late as 2007 probably.