Since our culture now seems to accept homosexuality, using gay men in an ad targeting a wide audience was a sign of an important cultural shift -- of acceptance.
The following ad, made in Spain for a well known Swedish brand, may in the same way be a sign of changing attitudes towards transsexuals.
Now you could say that the ad is trivializing an extremely important personal decision by comparing it to redecorating a flat. Fair enough, but the point here is that IKEA is saying that SRS as something positive. They want their brand to be associated with a transsexual woman.