We saw this dynamic metastasize in the wake of George Floyd’s murder, when well-intentioned claims of “silence is violence” (recalling the powerful 1987 ACT-UP “Silence = Death” campaign) spiraled into calling out individuals with even a small following who hadn’t come forward with a timely public statement of solidarity or remorse. Yet public posts were subject to popular scrutiny and judged based on sincerity, originality, and tone. Not surprisingly, many people defaulted to posting a somber plain black square. But this generated criticism of its own by clogging the feed with an informational blackout during a moment when community resource sharing was critically important. Amid a chaotic time, the platform functioned exactly as designed: amplification of emotions, uptick in user interaction, growth in platform engagement and data cultivation. Cha-ching, the platform cashes in. What’s really messed up about this is that users, despite understanding that the platform’s mechanics are net-bad, still feel a moral responsibility to obey the platform-enabled-hive-mind’s rules.