Essentially it came off like his character was a product of pure marketing rather than the artistic vision of a writer/director. These are valid criticisms of the film in my opinion, and is not an attack on diversity in a broader sense.
The problem with the criticism is that it seems very tightly tied to the concept that the films are being made not only by committee, but by corporate committee, with the creatives taking secondary, if not even tertiary, roles in the construction of the story.
The only way you can level the number of "forced diversity" complaints that they've leveled towards Star Wars since it's come back is if you honestly believe all diversity present in the films is the product of corporate meddling for the sake of filling a quota so as to shamelessly exploit other genders and races for their cash.
Which makes sense if you have
a) a cynical outlook on the idea of diversity in film in the first place and
b) a pretty skewed, uninformed idea of how the filmmaking process at Lucasfilm actually works.
They don't know what they're talking about and they don't want to know and they reject any other possible explanations for why more women and minorities are in the films. Which likely leads to their being more critical of their presence when their characters aren't executed 100% perfectly.
Which is, if you think about it,
kinda fucked up, because it basically reinforces the notion that women and minorities in genre entertainment better be
fucking flawless* at whatever it is they're doing, and better be right up front with the justification of their mere
presence in the story, otherwise the conspiracy theory kicks right back in and their being in the film is mildly delegitimized.
*
don't be too flawless because then you're open to criticisms of Sue-ism
Anyway, when you've built your entire brand on being smarter than the people making the movies and speaking truth to power about all the craven idiots looking to fuck you out of your hard-earned money with endlesstrash.gif, there's not much in it for you to lay off that narrative, even when it doesn't fit with the reality of the thing you're criticizing. Better instead to say shit like "kids don't care about representation, this is all a corporate conspiracy to make you feel better about giving them money."