It is extremely weird to define the people buying GME as SJWs.
the whole premise of the campaign is to 'fight against the injust hedge funds' (by burning your own money, that is)
Where this hedge fund idea came from, i'm not entirely sure. I think it was just a game when someone woke up and explained that this massive amount of shorting could not be covered if everyone bought shares. At some point that just spiraled into some altruistic hedge funds are evil marketing thing.