The thing you have to understand is companies don’t have morality. They only have three purposes: get the money, get the money, and get the money. Despite legislation to the contrary, companies are not people and you probably shouldn’t expect them to act like people.
(I just consider it a win if they choose to do something, anything, moral.)
But, since they will almost always put money first, what they are is a good barometer for society, and much more accurate read on society than polls.
50 years ago, hell, even 30 years ago, you would never have caught them dead putting a rainbow on their packaging and saying they ‘support LGBTQA+’, because popular societal sentiment would have crucified them and they would have lost money.
Today, these same corporations feel safe slapping rainbow flags on everything. That means the views of society are changing as well.
The trick is that when you see the marginalized group start to fight, you announce that they win the fight and give them symbolic prizes that do actually nothing for what they wanted.
Aperture science would probably discover what brain patterns, hormones, and molecular alignments determine the sexuality and gender identification of a person and then start experimenting on people to create new sexualities and genders.
"Cave Johnson here. I have bad news, and I have good news. The bad news is that the AI we developed for our melee sentry turret concept developed a targeting error due to misinterpreting the verbal input 'aim for center mass'. We think it misheard the last word. It only ever delivered nonfatal injuries to the test subjects rectal regions.
The good news is that one of our interns replaced the knife with a dildo and stationed one in his supervisor's office along with a scathing resignation letter. The supervisor reported faster and more intense prostatic stimulation than any sex toy currently on the market - apparently this guy's a connoisseur! HA!
The turrets have all been refitted with different sizes and shapes of dildos, and tight little studded leather vests. Testing will resume tomorrow morning: we're rebranding and exploring its potential for the sex toy industry.
Also find that intern, we need to get him back as a paid employee - that type of innovative thinking shouldn't go to waste!"