You can't expect everyone to love everyone. But violence is the red line.

Haven’t seen evidence of that in any of these cases, by companies, MSM, legal parties, or honest people—- especially when looking at riots earlier in the year.

However, even from a cynical pragmatist view the attack causes previously high engagement “viral” content that stirred controversy/discussion and most importantly ad views/clicks into something that advertisers will most likely refuse to allow their ads to be displayed alongside.

It essentially shifted from financial asset to liability and so the companies dumped it...

There have been tons of instances of mob killings incited on Facebook in other countries.

How quickly we forget the Arab Spring.

You can certainly find reports of people proudly sharing the videos of doing the lynching on social media. So I don't see why it wouldn't be organized via social media too.