The companies we're talking about have DEI programs specifically because they believe they'll improve their profitability in one way or another. Meta is scaling their program back, not ending it, so they still believe it's good for the company in some way.

Now, I may be skeptical of the purity of their goals, in this case suspecting that they're more concerned about looking to be the "right level" of diverse than actually achieving it. Regardless, no one's making them do it. They're doing it for those free market reasons.

Free market capitalism: (1) does not exist, (2) structurally cannot stably exist (because economic power and political power are fundamentally the same thing), (3) is a utopian propaganda concept created in response to and to deflect critiques of the way that the capitalism that can and does actually exist works.