Now is this a (main) hill I have to die on? Totally not. Do I have very strong opinions on this? Nope. Does it cost me a lot? Nope. As I said, I have to type less, and as a teacher explaining that the main branch is the main branch is easier than explaining that master means it is the main branch and explaining where master comes from electronics etc.
"Woke" people for the most part are like me: not adamant social justice worriors whose ardent opinions have to be defended till the last drop of blood, but people who are like "meh, why not, doesn't cost me a thing and maybe it is only right". And that is the polar opposite of what the political right wing and their whole billionaire-funded propaganda machine likes to paint people whoe make choices like that as.
Now I don't say people with strong opinions on these issues don't exist, because there do. But they are the minority. But taking vocal minorities and declaring them the representatives of the majority seems to be a trend these days.