> Someone receiving social shame/criticism with the stated intent to change behaviour.
It was not simply "social shame/criticism". People lost their jobs for doing things that simply didn't reasonably merit such a consequence. In fact, they lost jobs for things that I don't think can reasonably be considered wrongdoing at all. Not only were they targeted on social media, but in high-profile cases the media ended up grossly misrepresenting their actions.
See also e.g. James Damore. I have read what he actually wrote. The large majority of accusations that were made (and are still referred to) about what he wrote, are simply not supported by a plain textual analysis. He was accused of expressing unacceptable ideas that he objectively did not express, and he lost his job because of it.
And then, well, perhaps you remember https://news.ycombinator.com/item?id=5398681 . Attempts at cancellation occurred in both directions there. Though it's worth highlighting that the joke was not directed at anyone (including the presenter) and not even intended to be heard by Ms. Richards, or really anyone besides the guy's (male) colleague. And the guy who made the joke is, in my mind, weirdly contrite about having done nothing worse than making a puerile joke in a nominally professional space, for a social purpose. (Also, everything would have worked out just fine if Ms. Richards had kept the story off social media and followed the procedure that had been outlined in the newly added Code of Conduct that was specifically provided to pacify people like Ms. Richards who had been unsatisfied with the atmosphere of the convention in previous years.)
> My issue is that the people who started this meme and pushed it the hardest, were doing so in an attempt to deflect or prevent themselves and their ideas from being criticized, and mostly they really deserved criticism.
Disagree, in the strongest possible terms, based on what I've actually seen play out in practice. When I saw these things happening on social media, and looked into the evidence, in the large majority of cases I found that the actions were blameless and the criticism ridiculous.
> It's certainly possible to be an "unwitting dupe" and continue to spread this meme, not knowing any better
To "not know better", I would have to be wrong.
I know that I am not wrong because there was an extended period of my life when I would spend hours a day examining the evidence. Cases like the one you find sympathetic were the norm, not the exception.
I don't remember more than a few cases because in large part I have tried to move on from that phase of my life. But I find it frankly insulting to be told that my personal experiences were not as I actually experienced them, and condescending to be described as "possibly an unwitting dupe" in a way that implies that this is supposed to be the charitable take.