Woke, when boiled down to its very basic premise is: giving a shit about other people in society.
They're against that so much so that they make websites like this to avoid giving money to corporations that pretend to value other people's existence?
Pretty sure the people actually using it in a derogatory manner don't care about common usage or meaning and use it as a placeholder for the n* word when talking in public. Urban, woke, DEI, East coast elite, etc is all just bigotry and racism.
The point is that it's all pretense anyway. At least for me. Capital has no soul, it's a constantly mutating cancer that feeds on itself. So the rainbow flags seem a little disingenuous.