Earlier quoted context omitted.
I think the point is that shallow references and use of Nazi images in ad hominem attacks does does not contribute meaningfully to any discussion. If you want to use the Holocaust to draw a comparison, it should have substance. Without substance, anyone can make shallow comparisons.
who decides what is substance?
What I mean is different than accuracy. You could write an essay or book comparing something to Nazism, and be right or wrong, but at least you're making a case.
If you're just claiming a comparison without presenting a case, you can also be right or wrong, but you're not doing anything more than throwing a name around and making an ad hominem attack.