You're seeing the go broke-go woke cycle in action. Not go woke go broke, the inverse.

Notice that its not that they're going broke because they're going woke, it's a vicious cycle where going broke makes them go more woke. The business is doomed anyway, but there is still tonnes to be extracted in social capital and future employment with like minded lefties that infest fields like journalism. This is how they secure their benefits, and have a social excuse, and are celebrated