It’s partially a way to keep the racism grift going. Once they get everyone divided by skin color, all events are segregated, hiring quotas are in place, everyone says “People of Color”, and so on, then they can re-redefine racism and go the MLK route again. Set up non-profits to undo all the previous crap they did under other non-profits. Say that all these old people calling other people “POCs” are racist. “POCs” could be a slur. Also they can keep pitching their redefinitions to the youth, who are generally looking to do things differently, and that makes their racism grift seem shiny and new.

Academics do this too and the technique probably comes from there. In academia they like to say one thing, print a bunch of textbooks, flip, say the opposite, then sell a bunch of updated textbooks. They do this with pronunciations of words often too. It’s partially a form of gatekeeping and signalling to others. “Oh you don’t know about the new way of pronouncing Kiev?”