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I think with Disney and a lot of companies now it's more obvious that they are consciously trying to "look good" vs Star Trek was a lot more genuine and authentic with it's intention to include these things, and it was challenging status quo back then whereas today it's very mainstream (which is a good thing). This is also what I think is (sometimes intentionally) misinterpreted with the "woke" concerns from the right, cause criticizing the company for morally branding themselves can be legit, but only if the actual idea of including and respecting people isn't lumped in with it. A legit issue with these huge companies that exploit workers is how they commodify their visibly "diverse" employees and claim the virtue for themselves rather than all the effort it took from workers to actually be treated with dignity. Amazon may very well be welcoming and inclusive but they're gonna fight their diverse employees when they want better conditions and pay. DEI doesn't erase the inherent conflict between employers and employees.