It was not even that well thought out. It involved internal Disney emails to employees offering them support in the face of perceived adversity. Disney is stuck with Florida, but they were trying to mollify their workforce with ham-fisted emails. When the emails inevitably were leaked to the press it lead to a pissing contest with DeSantis. Since the Disney executives were stuck with the original mischaracterization of the law, and unable to back down without enraging their spoiled workforce, things deteriorated quickly. Probably not a battle DeSantis sought, but once in it, he fought to win.