In this Brown Political review article [0], the author states
> Furthermore, calling-out non-influential figures and handing them the spotlight in the process gives other individuals incentive to make controversial statements of their own. In other words, if someone is desperate enough for attention, even if it’s negative, they might see that saying or doing something blatantly hateful can garner the publicity they crave. It’s the same concept the has boosted Trump and Carson campaigns (to different levels of effectiveness) this election cycle; that is, using controversy and outrage to get their names out there and increase their visibility in the media and public eye.
There is a good study of a case of a (now) popular misogynistic and homophobic YouTube user that actually tripled his viewership as a result of protests on social media about him holding a meeting in their town.
I personally do not "fear" callout culture, but I also realize that the things I put out there on the internet have consequences that I would rather avoid. And like the article states, I am in no position of power.