I think it is just a question of civility. People will post pure hate online, even in response to others. 99.9% of the time the same people would never say the same thing to that person's face, whether for fear of reprisal or social pressure. They would say all those things to the friend or spouse later but the big difference is diffusion. Their anger and vitriol has time to dissipate and they calm down. Hateful Media is an ever increasing ratchet of outrage.