I'll cop to not being completely au fait with current right-wing rhetoric, but I thought a core part of "virtue signalling" (insofar as it might actually exist beyond "position I disagree with", which your post suggests it might not) was that it was low-effort / low-cost. In other words, no action where the alternative is non-trivial monetary gain could be virtue signalling.
Between this and Bray's arrest for environment activism previously, I'd propose that this is not "virtue signalling" but simply being virtuous.
Of course it is weird because the person doing the accusation of hypocrisy is actually against the virtuous act, and is thus for people not believing in the virtue.
It's a weird rhetorical trick that sounds sort of unhinged the more you hear it.
To put things into context, I hear/see the above issue orders of magnitude less often than people parroting right wing talking points, but in the cases where I think the accusation is well-founded, I don't think it's about hypocrisy at its root. I think it's about being disingenuous. Then again we may be using two words to mean the same thing.
Huh. I’m sure I was introduced to the idea with the exact opposite. It was described as the moral equivalent of Rolex watches: pointlessly expensive if considered as a timepiece, and ownership of a fake has negative consequences.
But I agree with the general point that most of the people who use the phrase — and all who use it as an insult — do so without self awareness. It’s pretty much universal in human behaviour.
If you think people are being hypocritical then try to come up with a factual argument about why it may be, assuming by default that any moral stance is necessarily empty posturing is intellectually bankrupt and frankly quite terrifying.
Made worse by the fact that some famous and powerful people are phonies who in fact do things for bullshit reasons, which you can be convinced of by their past behavior. On top of that, doing stuff on the internet for attention is pretty common. People then make the leap to "doing X thing I don't like is virtue signaling". It's not that I think it never happens, people aren't always sincere and I didn't just fall off the turnip truck, but the accusation itself is just a baseless smear if it's not accompanied by something corroborating.
We should be skeptical, not oafishly dismissive.