I saw an article a while back that Blackrock is behind the woke advertising campaigns of so many companies. The message from the article is that Blackrock wants to promote woke ideology; companies do it because Black Rock is major shareholder. It's obvious this doesn't increase stock prices, so perhaps they do it while shorting those very companies they push the woke ads on.
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Blackrock and their stupid-ass ESG crap is driving this all. From Games Workshop's Warhammer 50k to Bud Light to now Jaguar, I have a feeling that our side's knee jerk reaction to ridicule and bring light to these companies and drive down their stock prices is somehow doing them a favor. They're sacrificing their pawns and we fall for it every time.