Because it doesn’t mean how you define it to everyone. To those who consider themselves “woke”, it frequently means they are right about the things they strongly believe in and those who don’t agree with them, are wrong. To those who oppose “wokeness”, it often means that the people they’re calling woke, are wrong. All of this according to their own definitions of “right” and “wrong”, of course, and with no apparent middle ground, shades of grey, or any thought of possible compromise.
I say all of that as a neutral observer, who would prefer it if everybody did see middle ground and shades of grey in just about everything. But what do I know?