It's very, very easy to communicate in ways that encourage and incite violence(be it direct physical violence or denial of the means to live a dignified life), especially against groups against whom such violence is already normalized. Not all speech that does incite violence is intended to, but this fact also lends plausible deniability to people who do explicitly want violence but know that it's socially unacceptable to call for it directly. There is the danger of being overzealous with what speech to limit, but at the same time, it's undeniable that a lot of money and attention is flowing to ever-bolder provocateurs whose only possible goal is to escalate existing tensions and iniquities to violence in service of their political aims. Taking such people at their word on their intentions is dangerous, and those who do so have no right to act surprised and claim innocence when actions and rhetoric escalate past the point they're comfortable with.