It started before that, at least in the 1990s. I remember a movie called PCU (for Politically Correct University) that pokes fun of this phenomenon. I agree these type of cultural politics is an intentional distraction for more pressing issues like healthcare and finance. One political party pitches a new wedge issue, the other party takes a swing, and that's all the news talks about .. for years. It all seems so coordinated.
https://www.imdb.com/title/tt0110759/