It’s not even “both sides” necessarily, to me that sounds a bit too elaborate for the rather dumb forces at play. It could be just “whichever side is more economically/politically useful at the moment”. After years and decades of LGBT activism, companies turned to LGBT acceptance to give themselves a more tolerable human face (after someone else has already done the work of humanising LGBT, but the companies want some of that aura). When they feel that it’s not politically profitable anymore, they just switch back to homophobia. Case in point: Musk who used to tell people not to buy his cars if they don’t support LGBT.
It’s not even “both sides” necessarily, to me that sounds a bit too elaborate for the rather dumb forces at play. It could be just “whichever side is more economically/politically useful at the moment”. After years and decades of LGBT activism, companies turned to LGBT acceptance to give themselves a more tolerable human face (after someone else has already done the work of humanising LGBT, but the companies want some of that aura). When they feel that it’s not politically profitable anymore, they just switch back to homophobia. Case in point: Musk who used to tell people not to buy his cars if they don’t support LGBT.