Exactly. Articles like this are fine and all, but they're generally preaching to the choir; the audience they really need to reach is indifferent to the arguments, and like it or not, calling for someone to be cancelled is also an exercise of their free speech rights.
Social networks don't want to change anything, because culture wars drive engagement (even if they slowly make the platforms uninhabitable).
I don't know what's to be done except to move away from social networks into smaller communities (Slack groups, etc.) that have their own norms of discourse.
One tactic i think is pretty clever is changing neutral to mean against. You can be vehemently for a topic or vehemently against a topic or you can just keep your mouth shut and live your life as you see fit.
I guess too many people were doing that because now those people are being positioned as part of the opposition. Now, not only are you suppose to be outraged at the other side you're suppose to be outraged at everyone not outraged or on the other side.
Is there any public evidence that outrage-driven engagement is profitable? It's a statement that is frequently repeated, but I haven't seen any evidence for it.