Like other people say, big pharma covert marketing. But also it's lumped in with the wokeness psy-op(this shit is suspiciously visible and all the corporations give lip service. The PR campaign must have had heaps of money flowing in to make as big of a dent as it has). The subject alienates everyone and breaks up communities(see the previously wholesome pride flag). If people keep squabbling about gender, race or other minor shit, they won't organise in any meaningful way.