And they're sick of it, they're desperate, and now are just laying their cards on the table.
I grew up in an evangelical church in the 80s-- albeit in Canada -- attending "Focus on the Family" events, Bible studies, etc. that promulgated heavy socially conservative ethos -- so I feel like I have seen this narrative play out over a few decades ...
After the legalization of gay marriage they just collectively lost their shit. They see the stakes as being incredibly high. They see abortion as straight up murder. Winning the 2016 Trump presidency and taking over the US supreme court gave them a taste of blood, and a sense that they can finally reverse what they see as a profound descent into degeneracy. The trans rights stuff over the last few years has them totally incensed, as its a full-on assault (to them) on the ontological reality of family, body, identity, etc. that they consider intrinsic and holy and fundamental.
I think they're full of shit, but that's I think how this world view shakes down. It's a war because they feel the stakes are incredibly high.
People on the right or in boardrooms of various companies that are aligning themselves with these people for what they see are strategic ends are playing with fire.