It's a cooperation between:

• religious fundamentalist christian groups, many of which done some rebranding to appeal at least somewhat secular (Collective Shout, NCOSE - formerly Morality In Media, or even the European CitizenGo), while others are still primarily religious fundamentalists (Exodus Cry, Seven Mountain Dominion),
• big tech companies like Google, who want to tie their users' data to real identities, want to lock down their ecosystems even more, and don't really care about potential bans under a far-right christian theocracy as long as they benefit from it economically and finacially.