Virtue signalling and disappointment

I've heard 'virtue signalling' a few times in the past few years - mostly on twitter actually - and while I understood the concept and critics pointed out behind it I also felt pretty distant. Like a 'oh here's something between some activists and companies'. And then recently I realised (a) that behavior is present all around me way more than anticipated/ thought at first (b) it affects me and my mood pretty often. Let's unpack this.