It definitely seems as though specifying your preferred gender pronouns is no longer optional. This is required "in solidarity". Being an otherwise progressive person, I don't feel great about this and how quickly it happened.
If a company asked this I would put "gavinray [I don't give a flying fuck what you call me]". Happy to use other people's pronouns if it makes them happy, it really makes no difference to me, and clearly it's a big deal to some people so I've no problem obliging. But if you ask for something this stupid, company-wide, IMO you're due what you ask for. Because there's my pronoun. Call me he/she/they, or a goddamn Attac…
Yes, you don't care what pronouns people use for you. You're privileged in that you've never struggled with gender and gender identity in a society that shames and ridicules you for it. Giving people space to be themselves (in a very basic human-rights sort of way) shouldn't be narrowly dismissed as stupid and "a big deal to some people".