It's just ridiculous. I'd be like, if you're not going to, then I'm not going to. He'll either start developing a taste for it, or I can live happily ever after without a numb jaw.
Quid pro quo, @sshole, quid pro quo!!!
edit:
Geez, a man watching Brokeback Mountain is NOT a "symptom" of closeted homosexuality
I took a male friend to see it, he enjoyed it and he is not gay. I had a few male friends watch it when they asked me for movie recommendations, they aren't gay. It was on cable a few months back, and I told my b/f to watch it because it's a good movie, and he isn't gay. He enjoyed it and said something along the lines "The only problem I have with this is that they were cheating on their wives, but given the time and place, they really couldn't be out and not get killed" and if anything, that's what the movie is about.
The cinematographer is a talented individual, and it's wonderful story telling. There were beautiful scenes, it had an amazing score, and both Gyllenhaal and Ledger gave phenomenal performances.
Sucks that homophobia in our society is so rampant that now a man can't admit to liking a movie just because it deals with that subject matter.