Millions read it only because of the backlash, but what about all the people who didn't speak up because of the fear of getting abused by angry mobs and fired? You can't pretend a censorship attempt isn't one just because it backfired and failed.
Maybe there's also an effect where people try to be controversial in order to get attention, because it plays in to a narrative that makes a lot people feel better about themselves because they find someone to blame for their problems. Don't you think?