There is this cynical and currently popular idea that everything is "virtue signaling" and to some extent it's true. Part of why people do what is right even when it won't benefit them is about making a statement to themselves and others about what we value.

But, it's also ... not that hard, not even that remarkable to really want to be a good person even when you don't personally benefit. I'd even suggest it's normal.

Nothing irritates a bully more than when someone else demonstrates the courage or honor that they lack. They will have an immediate need to prove that any such acts were either a sign that the person was duped, or that the sacrifice was motivated by a desire for public acclaim, not any principles or moral values.

To confront true selflessness is terrifying for the bully. Nothing could be more alien. Nothing more clearly calls into question their own self worth.

No! It's virtue signaling!

Ditto:

'Why are you still on Bluesky too?'

'But did you *delete* your Twitter account?'

’You said you switched to Proton mail too, oh that’s bad, once someone at Proton said something’

It’s nice to see new neighbours move into the Fediverse. It feels unwelcoming to see people immediately interview them about the purity of their intentions. Or telling them You’re Doing It Wrong. They've just arrived on a journey away from Big Tech. Maybe they'd prefer to be offered a seat and a cup of tea.