A lot of people do take issue with the concept of equity itself. Because it's unattainable, a fantasy to keep the "movement" going. No amount of language puritanism will ever be enough for the kinds of people that write these guides, because no human society will ever exist - or has ever existed - where everyone is some sterile, "equitable" copy of each other.
Changing language is a great tool to privilege the non working academic class with access and time to study the latest fad over the global working class who build the consumer products these elites type their screeds on.
Does that mean they are bad, immoral people? I think equity is faulty concept. Seems like an attempt to create equality of outcome by policing language. But I'll defer to arguments made by the likes of Sam Harris, Julia Galef and Coleman Hughes. Or the Atlantic author of this article.