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Many gamers and industry insiders point to Suicide Squad: Kill the Justice League as the starting point of a broader backlash. The game, developed under the guidance and influence of Sweet Baby Inc., faced early criticism due to its gameplay, narrative choices, and character treatment. Some observers speculated that political and ideological messaging—often linked to what is broadly termed as "woke" culture—may have tainted the project’s development and reception.
The backlash intensified when some employees associated with Sweet Baby Inc. publicly attacked gamers, seeking to silence dissent and deplatform critics. This internal conflict spilled into the public sphere, further tarnishing the game's reputation even before its release.