For me as an observer who got peaked last year, I'm trying to get perspective. I truly feel that GCs and the moderately skeptical public at large were behind the curve, even 6 months ago.
But laser cut thru in examples like Sturgeon/double rapist etc, has broken the spell. Where even a year ago, Nike might have got away with this BS, it won't stand this year.
I believe the law is closing in on an unambiguous GC position, and with announcements like the IOC policy on excluding TWs in female sport, TRA is being squeezed.
This will play out over the next 12-18 months.
Around this, and for maybe 2-3 more years, the frothy end of the phenomenon will remain active and irritating...the Dylan Mulvaneys, and Sam Smiths, and Suzeeee Eddeeee Izaaaards of this world etc will continue to peak us on social media.
But it's what I call "surface phenomena", over visible icons of the age and movement, with zero depth and meaning.
I mean look at Sam Smith (yes, I know you'd rather not, lol), beyond his 48 hrs of fame recently, he's frothed and evaporated from view. And DM will too, in time.
What's critical is that we all pay attention, we all stay cool, and we all act with our wallets.
Words may never hurt Nike, but sticks and stones will.