I think this 'My cause is "the" cause' has arisen as an escalation in the fight for attention. And I think it's a big element in peoples view that not taking sides is controversial - "if you're not choosing to focus all your attention on my pet cause, you don't care about X"
It can be disheartening to see friends and movements I agree with turn to aggressive rhetoric and evangelism. But the fact that it's yet another symptom of a broken (social) media environment is a nice reminder that it's not their fault so much as it is an expected result of a bad system.
Of course, it's equally sad/disheartening that our modes of societal discourse and decision-making have gotten this bad, but it's a theoretically solvable problem (eg; legislation and a good facebook competitor) and it doesn't involve me feeling bad about people I like.
It really does remind me of the "family values" religious conservatives of the past. Proving how pure and wholesome they are and competing on it by doing more and more things that aren't just living a good honest life, but are trying to infringe on the lives of others. All to show your circle of other supposedly pure friends how godly you are. So it takes a noble cause which is to live an honest and good life and perverts it into a strange contest of virtue.
After all, nobody would complain if the KKK had brought Microsoft Office licenses, any more than they'd complain if the KKK had brought food at wal-mart.
But many tech companies have realised how profitable it is to be Facebook or Github. They own the domain, their name's in the banner at the top of the page and the name of the native app, they pay all the hosting costs and make all the ad money, and they've put themselves in the situation where they can censor users.
When we in tech moved away from "we just sell the stuff, none of our business what you do with it" and made "what you do with it" the core of our businesses, we were walking into the realm of politics whether we realised it at the time or not.
Oh yes they would. Selling to the KKK would make Microsoft and Walmart KKK supporters.
We are having an (ongoing) argument in America as to who deserves what kinds of civil rights. Rights like marriage (which confers extensive legal rights), protection from being fired, fair treatment by the cops and legal system, and much more.
I'm fairly confident that there will be a civil war shortly after the election.