It’s not the same people every time. People tend to want to out-outrage one another sometimes and it sometimes it leads certain people to call for boycotting/etc, and then sometimes those movements pick up steam as people try to be “early” to a given outrage cycle.

Nobody’s calling the shots here… nobody went and decided “aim the twitter outrage cannon at Joe Rogan, he ran afoul of the Cancel Culture and must atone.” It’s just a phenomenon that happens due to the tendency of humans on social media to amplify outrage rather than ignore it.