Obviously a person doesn't want to be killed. But most people who posts about killing people online don't actually do it. Of those that do, very few would be detered if they hadn't been allowed to post about it beforehand. So this speech doesn't cause people to be murdered, at best it predicts it.

But then, most hateful speech could predict a later killing. Someone who thinks gays should go to hell might decide to help them along, as it were. The difference between the two things you have quoted, then, is one of degree: saying the second demonstrates more hate than the first, but it is the same brand of hate.