Popular is completely the wrong word here. Companies are utterly amoral, they will do what they think looks best and as much evil shit as they can get away with as long as there's money in it. I'd bet there are medical insurance companies boasting of having a trans inclusive workplace at the same time as racheting up prices for hormone therapy and surgery. Maybe it's somewhat lost in translation but popular infers somehow a relationship between companies and trans people that is way more beneficial to trans people than the reality. I dunno maybe I am reading too much into it.