In chatgpts case it'd be losing customers. It's a no win game. You just piss every group off and the anger and loss of users way out weighs the gain of customers on the other side. So just try and piss no one off on things that are politicized.
The shift happened because businesses became dependent on more and more talent for continued growth. Suddenly having a large contingent of your workforce threaten to quit because some dude wants to spout off about women not being as naturally smart as men is really bad business; and it's not surprising that businesses respond to the incentives and axe the dude spouting off.