Two things can be true at the same time, however. The US has a strong stance on freedom, which means that they'll allow most things even if they're against them. Specially when that thing generates income. But that doesn't mean they're not also a puritanical society. They just take more of a "shame you" approach than a "you're forbidden" one to force you not to do stuff.

I bet you that American organizations were involved in the societal pressure that led this Canadian organization to do this. They're just not as effective in their own country in comparison to places where it's not all about money, and values do matter.