Taking the moral highground as a social media strategy doesn't work against psychopaths.
They make you look all nice & just to observers, but they don't stop the psychopaths themselves; it emboldens them.
"They're too occupied with their moral values to hit me back, lol."
One of the consequences of the culture war is that a growing number on the right has decided that what matters is no longer about looking nice; rather, to respond in equal force & measure.
We achieved world peace today not because they don't wanna be as evil as the US, but because other countries decided that if the US fires a nuke at anyone, they too will get nukes on them; everyone will die, but at least no one dies alone.