It's performative. The intended recipient of the call-out isn't the "called" but the audience the message is broadcasted "out" to, as you get to establish yours

It's performative. The intended recipient of the call-out isn't the "called" but the audience the message is broadcasted "out" to, as you get to establish yourself as superior not just to the target but also all the people not as woke who didn't call the person out. Twitter lends itself to that, as does most social media. Other forms of more direct communication have much less of a call-out culture.