Look, I don't think it is so surprising that a huge corporation will chant whatever it deems is fashionable and trendy to chant. They are not thinking about changing the world for the better, they are only thinking in terms of "How this will affect public perception of our brand". And they are doing it because this way of thinking usually works. Sadly.
What's more interesting is the concept of "toxic masculinity" itself. Or, rather, I don't understand why people who identify as masculine feel threatened by it. Every last idea, every last concept in our world, if taken to its extreme, is 100% madness. So is masculinity. And it, like most things, is a spectrum. And people don't like spectrums, as they are hard to navigate. So we prefer to think with discrete ideas. And we always feel like others' discrete ideas are not in sync with ours, because it is quite hard to establish that. The only thing is left is open and honest dialogue and to trust people to come up with the same conclusions as ours.