There are, obviously, quite a number of people who are pushing this ideology for a variety of reasons.
But there are equally, a fair number of people who are sleepwalking into it, despite having the pitfalls pointed out to them.
On this very thread, we have someone, who appears to be pushing the ideology calling people transphobic if they don't specifically adhere to it. Avoiding it, isn't good enough.
We also have people who say that objecting to a companywide policy which supports the ideology, is frothing, rude and silly. And that the person who needs to be supported in this scenario is a male who might well want to let all the customers know that he's, eg, pansexual.
And despite all that, the reason we mustn't object, is it's unlikely to even much happen anyway.
Whereas, to my mind, it's a sort of real life prequel to precisely where we are now, and it shows us exactly how we arrived.