Kong may well be playing a good game! This is the 2nd, 3rd poster they have put up, investigated and taken down, with an explanation that it complied with the ASA but that some trans people had complained.
By not having learned their lesson the first time they are repeating it... giving Posie air space and stating that there is nothing illegal about the poster, and that some trans people are objecting to a dictionary definition on a legal poster!
If they are doing it deliberately I think they deserve a round of applause!