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.
I guess it's a similar thing as "Fake News". Yes there are lots of fake news but it is the providers of actual fake news that mostly cry about that. It is those who say they are simply providing "Alternate Facts". Not facts but alternate facts.
It is "projection" right? Co-opt the terms to make them meaningless. I wonder if there are studies or books about it, and how the society at large could fight back against dis-information.
Morality is good. Conformity is bad if it is in appearance. Manufactured moral conformity is problematic.