Zuckerberg in particular most likely cares and isn't being performative when he speaks out against it. I'm surprised that people are surprised he has. The man likes to larp as a bronze age hunter, killing goats with spears in his backyard. He trains in combat sports and wants to have a celebrity boxing match with Elon Musk. He's the father of half-asian children, who are classified as "negative diversity" by DEI initiatives. The man fits the profile for somebody who hates DEI, but until recently he wasn't speaking out against it. If he, despite his enormous privilege, felt cowed into silence by DEI, that speaks to the strength of the social forces driving the preference falsification.