Is there a single "woke" thing you can think of that failed that wasn't poorly written, directed, acted, etc? I find people often have a questionable definition of what woke even is and then when someone points out stuff where the lead is intentionally a woman or the themes are social progress or what have you, if it was well made and successful it's not "woke" even if it checks a lotta boxes, but if it sucked and was poorly made but had the same or similar characteristics then it is "woke".
Also, he's not arguing that nothing "woke" fails, he's arguing that plenty of "woke" things succeed and backs it up with numbers. He saying, "go woke, go broke" is bullshit on an empirical level and that things that fail tend to fail because they were poorly made.
Can someone argue, for example, how Aliens isn't woke? Themes of motherhood, Vietnam, and corporate greed, the woman is the hero and the voice of reason and keeps her cool when the man doesn't and saves everyone, berates one of the marines for losing his shit, goes back into the nest by herself then beats the big bad by herself.
Barbie kicked a fucking hornets nest; a lotta people really liked it, others cried that it was man hating yadda yadda bla bla feminazi or whatever.
If we're talking race and gender swapping as woke, okay, but then there's stuff that's very successful where they do that so...?
I often see people disagree about what "woke" even means these days.