There's no endgame, it's just progressive (in the political and non-political sense) attempts to get more feel-good points from their peers (aka npcs following trends).
Giantbomb is a good example. Its core staff was made up of the bleached tips, edgy, "fuck you I'll say what I want" crowd in the early 2000's. It's what got them recognition from their peers, so it's what they did. Come 2010, they start veering into a completely opposite system of beliefs. They claim it's a sign of maturity, but if it was, the entirety of games journalism wouldn't have made the same shift as a consolidated unit. Instead, it's them being internally consistent--they blindly went along with their immediate peers in the 2000s by bleaching their hair, and they're going with them now by virtue signalling.
The ultimate progression is "I have thoughts about this topic." -> "A person who is more affected by this topic than me has entered my social group." -> "I'm going to blindly replace all of my opinions with whatever this person says is 'the truth'." -> "I'm going to look for ways to signal that I'm extolling the truth that the group has accepted, in the hopes of solidifying my spot within the group."