Exactly. There is no serious consequence for their actions. If it was more common to be permanently banned for such language, people would probably think twice.

You are pretty anonymous if you walk into a bar and don't tell anyone your name. (Depending on the bar) They will kick you out and put your picture on the wall if you start talking aggressively to the civil regulars. More than that there is the immediate risk of a fist to the face.

Just like bar owners ask themselves what kind of patronage they want, online operators should ask themselves the same question.