Remember that Trek is the same organization that threw LeMond under the bus when it was fiscally useful. It's all about the money.
It's certainly partly true for Trek more than, say, a team that sells plastics and chemicals or a national lottery system. If you are selling a consumer product you don't want potential buyers to associated it with anything negative or controversial. Other than that I think Trek and others are sincere in trying to be inclusive. After all, more bike riders/buyers, better for everyone and the environment.
I think the team handled this in a ham-fisted way, though, and I agree also that an older, wiser athlete might not have engaged in a Twitter slap fight. Although you see plenty of pro athletes of any age do silly thing.s
I really do hope that both Simmons and Trek learn from this, and that he can be back racing soon and off Twitter.