It's an attempt to poison the well of leftist discourse by co-opting and inverting its terminology, rendering it self-defeating. It seems to be a common tactic by the right, and surprisingly effective. It's now all but impossible to use the word "woke" in good faith because it only communicates the pejorative images created by the right.

I've seen entire threads debating the meaning of "woke" and the vast majority of them were bad-faith definitions, and anyone mentioning the actual etymology or cultural context of the term would be shouted down and told they were simply incorrect. The sheer amount of aggression and effort that's been put into the destruction of this one word is fascinating to see.