It sold like gangbusters because it's actually a half-decent game and it's Star Wars. Not because it's woke (it is).
People don't use that saying to mean "woke doesn't make you a success." They use it to attempt to say getting too woke will hurt your business. Yet there's no real merit to this in any dependable capacity. It just makes people on the Trump side of the culture war feel better, like a far-lefty repeating to themselves that babies aren't alive until they come out and start crying.
Plenty of cases that preaching wokeness backfired hard, especially when it is making characters that no one wants or changing characters for tokenism appeal. Going woke, gone broke became a meme because there are plenty of examples of it, it isnt just right wing people imagining things, plenty of cancelled shows,cancelled comic books, cancelled movies, low performing movies and shows and etc are there to anyone to see, a quick google search is enough.
The only franchises that do woke stuff and are still "successful" are big franchises like Star Wars but nobody gone watch those because of the woke stuff but because of the power of the brand associated with them and even them had a series of troubles like Star wars merchandising and theme park business being a colossal flop. It turns out, children, especially boys that are 90% of the consumer market for Star Wars toys dont give a shiet about the new Star Wars characters.