@KimCrayton1 I think there's always some part of us that feels judged when someone we know holds themselves to a standard we don't. If someone doesn't drink alcohol, or avoids exclusionary language, or joins a protest, we feel like they're requiring us to do the same. It doesn't matter how much they say they're only working on themselves, we're social beings and very sensitive to norms of behaviour.
If we're accustomed to privilege, we have the option of rejecting the person rather than adapting to new norms. It's telling that when we do that, we label them with terms that are actually positive: woke, politically correct, do-gooder, social justice warrior. We're implicitly acknowledging that they're right, we just don't like how that makes us feel about ourselves.
I feel like a useful question is always “But are they wrong?” Whether we think they're shrill, or condescending, or uppity, or puritanical… is anything they're saying actually incorrect, or just inconvenient?