Companies in general try to seem like they care about more than money. "Grey Goo Ltd. We care." Diversity rhetoric is an easy, pre-constructed set of Things to Say (TM) that you can use to project empathy - notably, without doing anything significant to back it up. Google is still 70% men.

But bear in mind San Francisco is incredibly liberal, SF programmers even more so. Companies based there will make overtures toward diversity & inclusion rhetoric to keep their workforce happy.