There are two things I find depressing/disquieting about Mr "long term gains".
The first is that a belief that women are people who have the same right to dignity and respect as men is now regarded as anti-woke and un-progressive. In other words, one of history's great liberation movements is now treated as the opposite: standing up for women is anti-progressive, apparently, while mocking women is cool and progressive.
The other is that he believes that there are sufficient numbers of "woke" customers to keep McCain's in business for a long time: that McCain's can afford to lose the kind of women who object to misogyny because there just aren't enough of us. I can only hope he's wrong.