What is the goal for "Woke" media productions?

[Lews Therin]

I just saw the news that Henry Cavil might be threatening to leave thee WH 40K show over lore retconning, and that got me thinking.

I've considered myslef a progressive person for at least half a decade now, and have been in countless internet discussions defending progressive values and trying to get conservatives to see that many times the hate they show for progressive values for "ruining x or y tv show" is unjustified. That bad writing precedes "wokeness" and not the other way around.

Also many times went on to defend that the goal of these large studios is not to "push woke or lgbtq agenda" but simply to maximize profits, and in a world of inequality, equality and social justice just sells well.

But today as i started writing my typical answers on the youtube comments, it felt phony, so i stopped. i just couldn't write that Amazon's sole goal in making female individuals in one specific, previously male-only faction was just profits. The odds of if causing backlash as we have seen happen with so many shows was, to my eyes, far greater than any potential of soeone loving that specific piece of lore change.

Now, the memetic theory lens can't be discarded, the green meme inhabits everyone, including the hollywood execs, but is it possible that is to the point they would risk sacrificing earnings, just to feel they are doing their part in moving us towards a more equalitarian future?

Or are they just that disconnected from the real world that they see one show after the other crash and burn due to reactionary backlash and yet just keep on believing that theirs is the one that will succeed?

Today for the first time i was made to consider that maybe for influence that goes beyond the one that money can buy, in the sense that if any company made a "woke" show that hit like game of thrones, they could tie themselves to the "green meme" and thus have their future secure as long as these memes keep expanding.

What is this about?, i feel really kind of clueless.

Is it just capitalists making bad calls in the pursuit of short term profits?

Is this a result of progressive values and the "green meme" starting to take the reing from the Orange/modern values that have ruled us so far?

Is it something else?