Oddly, according to the coverage, the owners had previously said publicly and internally that they thought it was important.
The owners had previously been very publicly and assertively taking very "liberal" and "progressive" positions. They have been on the "wrong" side of the "culture wars" for those who think it's "off the rails" to be spending signficant time and effort on DE&I. "Hansson had encouraged employees to read Between the World and Me, a memoir by Ta-Nehisi Coates, and The New Jim Crow... Both founders are also active — and occasionally hyperactive — on Twitter, where they regularly advocate for mainstream liberal and progressive views on social issues."
I wonder how it will feel to them to become the darlings of people very opposed to those positions they had been taking, as seen in these threads. I wonder if the owners will become born-again to the right-wing side of the "culture wars".