So were a lot of places -- Walmart, Target, etc., if not all of them. There was money in it. That was a big part of the reason DEI happened anywhere, at all. And it was a large factor in why places all backed away from it so quickly and easily, too. It wasn't just because they were afraid of Trump, or because they suddenly decided to be more racist, or anything.
I've been surprised that a bigger point was not made regarding the money aspect in every DEI story that was/has been written, and how that money/credit has now been eliminated, leading, for the most part, to the elimination of specifically targeted DEI hirings/promotions in a lot of places. But it wasn't about Trump, or social shortcomings, or fairness or unfairness in companies' eyes. It was just about money/what they got for it.
I would argue that DEI was still a good thing, for the most part. It filled some voids, and brought in/promoted some quality people who were/are worth having in workplaces who might not have been given opportunities otherwise, and it equalized things in places where that might have been needed. But it was really about the monetary break/reward involved.