Woke goes broke, but it’s important to remember that woke is often playing with other people’s money. And the players walk away wealthy while their victims come away with nothing.

Anne Wojcicki, Google royalty, seemed to have something with 23andMe, and alternated hyping the DNA testing company with massive donations to leftist causes and Democrat politicians. The company obnoxiously pushed her brand of activist politics.

“23andMe is an activist brand and I want us to be part of driving change. The best thing we can do is lead by example and impact all the lives connected to 23andMe. That means looking at our culture, evaluating our partnerships and taking a deeper look at our product,” CEO Wojcicki wrote in a public statement about George Floyd.

The company has an extensive DEI page and hypes its commitment to DEI. What about its commitment to shareholders?

23andMe went public in 2021 and its valuation briefly topped $6 billion. Forbes anointed Anne Wojcicki, 23andMe’s chief executive and a Silicon Valley celebrity, as the “newest self-made billionaire.”

Now Wojcicki’s self-made billions have vanished. 23andMe’s valuation has crashed 98% from its peak and Nasdaq has threatened to delist its sub-$1 stock. Wojcicki reduced staff by a quarter last year through three rounds of layoffs and a subsidiary sale. The company has never made a profit and is burning cash so quickly it could run out by 2025.

Maybe 23andMe needed less DEI and more DNA.

But at least she got a feminist STEM Barbie of her own right after layoffs.

Last March, Mattel made Barbie dolls based on her and her two sisters, former YouTube CEO Susan Wojcicki and pediatrics professor Janet Wojcicki, in a promotion for International Women’s Day. Anne said she had to convince her more press-shy sisters to do it. Some 23andMe employees had found it odd that she spent time on it so soon after the year’s first round of layoffs. One asked about it at the company’s weekly all-hands meeting, known as “feisty Fridays,” where her chief of staff said it was good for the “Anne brand.”

Wojcicki said she jumped at the chance as a way to encourage science education for girls

When you’re perpetually wrapped in the mantle of DEI then you never have to feel bad about anything you do.

23andMe will redouble its commitment to DEI once it gets delisted from NASDAQ and runs out of money. It’s what George Floyd would have wanted.