Not a terribly subtle bit of commentary itself, but it was a humorous reference to something most of us had experienced. In person, there are reactions to see. The other person/people's humanity is on direct display and most of us have at least some degree of innate empathy that keeps us from being a complete asshole all the time. And even those who don't mind (or relish) being an asshole have to worry about repercussions.
In contrast, if I read something I disagree with, it's a lot easier for me to just fire off a smartass reply without the effect that socialization has on me to consider how appropriate the comment is or what effects it might have. I'm just countering some words that I don't like with some other words I do like.
Large-scale social media just turns into the comment section for the entire internet.