Because yeah, if you can't imagine ever genuinely standing up for anything, of course the idea is gonna feel fake and embarrassing.
People genuinely feel his behavior sucked, dude, and it's not "performative" to say so, it's normal human social behavior. Shaming and scorn are powerful tools and we use them to set norms.
So no, nobody cares if Scott Adams doesn't get $4 and has a sad. People care a lot about making it clear that egregious and ugly beliefs will be met with scorn. If that makes you feel bad, well, good. That's the point.