Homo is a gay slur in 2013. You tell someone "hey, you homo", gay folks get offended. So going out of your way to say "no homo" in a live, televised press conference, then stop what you're saying and laugh at it, drawing attention to it, is going to be interpreted as a very anti-gay gesture. He wasn't simply proclaiming that he like women, and even if he was, there was no place for that in the press conference, its irrelevant. I'm sure most of the media folks weren't even aware that "no homo" is a phrase like that in the Hop Hop community and just took it for face value of what it was: going out of his way to interrupt his basketball answer to make a crude reference to shytting on homosexuality.
If he would've just said "pause" or "ayo" instead, I doubt they would've even picked up on it and it'd be a non-issue. He still would've gotten fined for his other comment but he knew that was coming.