http://www.tvguide.com/News/Supernatural-Queerbaiting-Destiel-1089286.aspx

As Sadie Gennis explains, “for those unfamiliar with the term, queerbaiting is when a show's producers tease a queer relationship with no intention of ever following through. This is often done to get the benefits of featuring queer relationship — namely, to gain support of the LGBTQ community and profit off their viewership — without having to worry about alienating viewers who would find such relationships objectionable."
Read more at http://www.hitfix.com/tv-tattle/fired-today-boss-reportedly-invoked-survivor-in-creating-a-backbiting-workplace#Pjbs68V20ILCVriX.99

I think the writers tease the audience with this sort of thing to bring more viewers to the show, but it could just as easily backfire and turn people off.