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Re:Bye, Amazon by ben_w on Monday May 04, 2020 @07:32AM (#23066744)
> I thought a core part of "virtue signalling" … was that it was low-effort / low-cost

Huh. I’m sure I was introduced to the idea with the exact opposite. It was described as the moral equivalent of Rolex watches: pointlessly expensive if considered as a timepiece, and ownership of a fake has negative consequences.

But I agree with the general point that most of the people who use the phrase — and all who use it as an insult — do so without self awareness. It’s pretty much universal in human behaviour.

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