Beyonce, with more than 44 million followers there, played it straight, leaving the logo alone and adding a personal message: "It's about TIME!!! (hash)EQUALITY (hash)MarryWhoYouLove.
Fergie let the image speak for itself on Twitter, adding: "No words necessary." Montana Sen. John Tester, a Democrat who endorsed same-sex marriage on Tuesday, put the logo up as his profile on Facebook while the clothing site Bonobos swapped its usual Facebook pic for the red square using fancy white pants for the equal sign.
Martha Stewart's Facebook page used a slice of red cake with white icing to make the image and the HBO page for "True Blood" added fangs.
All in good fun?
"There's a lot of serious conversation going on and there's an awful lot of important concepts that the Supreme Court justices are discussing," Sainz said. "What this logo going viral means is individuals have reduced it to a very straightforward concept."
Steve Jones, a professor of online culture and communications at the University of Illinois at Chicago, wondered whether all the mash-ups muddle the message.
"Once you throw it together with something like Grumpy Cat it's fun," he said. "But was this message intended to be fun?"
Associated Press writer Barbara Ortutay contributed to this report.
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