It's kinda like gatcha currency, where the extra step makes it harder for people to know how much they're spending.

They spent so long trying to establish that "DEI is bad", without clearly defining what it is or why it's bad. But people just went along and accepted it. So now they can literally just point to something and say "That's DEI!" and that extra step is too much for people to put together they're just being told not to like something without a proper reason. And they just believe it because they succumb to social pressure easily and go along with whatever the "in-group" does because they're afraid of becoming part of the "out-group".

And the crazy thing is that they were never part of the "in-group" to begin with they just think they are lol. It's really kinda crazy manipulation. I'd respect it if they weren't using it to enrich themselves and fist fuck the planet.