I think profits are still involved, but the virtue signaling would be about preventing loss of profits. For example, reddit making its logo black, or Activision

I think profits are still involved, but the virtue signaling would be about preventing loss of profits. For example, reddit making its logo black, or Activision adding a splash screen in CoD saying they support black people. They don't stand to make any extra money with their change, but they are less likely to have a twitter mob call for a boycott due to not supporting their cause.