I helped a former professor of mine gather data for a similar study, and you'd be amazed at how easily black men adapted to the MSM term as opposed to the word "gay". For some, they (mistakenly) think that "gay" refers to white men, and they're not trying to do anything like white folks. Additionally, for those GBM who take a more active sexual role, they seem to think that because they're the pitcher (instead of the catcher) it doesn't make them gay.
MSM is a more inclusive term too, because not all men who are sexually involved with other men do so exclusively. Bisexual men are, technically, MSMs as well.
MSM was started by an activist named Cleo Manago, if my memory serves me correctly. You can probably find out more about him in a Google search.
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