The thing is, DEI was always going to become political. Evey single conservative is some level of white supremacist.
You cannot hold conservative beliefs and also be a fan of diversity, equity, or inclusion.
The conservative mind sees people as all innately fitting into social hierarchies. And brown people are always at the bottom.
Trying anything that changes that hierarchy is seen as a direct attack on conservativism. Because in a very real way, it is. Which is the fucking point. DEI policies were a subtle attack on white supremacy via capitalism.
The argument was that companies that practiced DEI made more money.
It worked for a time, but the jackasses would rather throw money away than abandon their social hierarchies.
They're kind of mask off about it all now.