Yes, his replies in a neighbor comment is exactly to that effect and of course one has to agree. But it is also notable that if i dare summarise from his parallel comment, he would have loved to return the dishwasher too but that this has already cost him so much time that “I don't know if I have the time for it.”

So here's the thing. It would be unfairly cynical to suggest that Jeff is only doing this to further his own content as a content creator. I think most would agree that Jeff is also frustrated by this and wants to push back. And as someone with influence any impact he can make is undoubtedly a good thing. It's even easier to say nothing at all.

But it is also hard to separate out to what degree the motivation to put in the effort to write an article, produce and edit a video stems from the desire for content and what stems for the desire for real change. It is somewhat telling that he had the time and motivation to produce the video (which is also a ton of work), but not to return the dishwasher?

Real advocacy has to go beyond influencers promoting causes that already align with their target audience. We have to go beyond just saying things on social media in the belief that that is somehow sufficient to "do our bit". Otherwise we can kid ourselves that we're doing good, when are we really, really? Real advocacy requires real change, and that's the hard bit.