You’re right but they’re essentially buying a credential that they can brag about when they talk about how LGBT friendly they are in marketing. The HRC does this in the U.S. with the Corporate Equality Index. It’s not even to attract LGBT people (duh), it’s to virtue signal to woke heterosexual recent grads that now expect to see this stuff or they mutiny.

There was also an issue of critical mass. Now it’s suspect when a major company doesn’t do this. So they pay the ransom money even if they otherwise weren’t inclined to.