That's not a fair point about virtue signalling. I get the motivation there, the term rubs you the wrong way (me too) because it's frequently used by the wrong

That's not a fair point about virtue signalling. I get the motivation there, the term rubs you the wrong way (me too) because it's frequently used by the wrong people, and you're trying to either help the guy write or write off his arguments. But there's no guilt by association. There's nothing inherent about 'virtue signalling' that makes it bigoted, and if corporations found a way to make money by pretending to be bigoted, the scale would tilt in the other direction. Free speech and anti-corporate attitudes are traditionally liberal values. Nowadays, you see arguments from bigots that oppose corporate power over free speech. We shouldn't be forced to withdraw our positions on free speech or corporate power just because they're associated with bigotry now. The idea of expecting others to do so is apalling to me, even if I'm not on board with the virtue signalling stuff specifically.