"Woke" has become a grammatically incorrect catch-word to indicate the lingering persistance of residual traditions associated with discrimination and racism in American culture, and by extension Anglo-European culture (hence Zwarte Piet), according to the logic of politically correct and the cancel culture, neo-inquisition environment it has spawned. Social media has made practically everyone and everything subject to "woke" scrutiny, its "influencers" new Torquemadas, a corrolary of which is the more puritanical variant of "Me too" extremism. Naturally there are far greater problems in the world than Zwarte Piet, for example the myriad of crimes that oppress countless millions every day, which evade the ire of "woke" concerns. So Wout is free to express a critical approach to the trend, however unpopular this may be with the marketing concerns of his title sponsors that don't want controversy adversely affecting business.