It's not virtue signalling if you deeply believe in the product you're selling or the message behind it. A Bitcoiner selling Bitcoin stuff to Bitcoiners is not virtue signalling.

A company that 11/12ths of the time doesn't give a shit changing their Twitter avi to a rainbow and temporarily selling pride-themes stuff, or some mom on Facebook making a post to their friends and adding a flag to their username for a month, is not doing it to help anyone. They are attempting to morally grandstand for monetary or social benefit.

If you really support a community, why only for a month?

It's disingenuous. Better to not support a thing than do it half-assed or even 11/12ths-assed.

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Yeah I completely agree with you. My question is what is the necessity of a backhanded joke about pride month.

A BTC “pride flag” pin that always available would be a better way to make the point imo.

When bitcoiners conflate guns, and carnivory, and Christianity with bitcoin it’s “bitcoiners bitcoining,” not identity / affinity pandering or virtue signaling (which I’d argue that it absolutely IS, even as find myself fairly aligned with many of those things…).

But a bitcoin pride pin would be virtue signaling somehow?

Depends on the reasoning behind the product or the marketing.

I wouldn't make a pride Bitcoin pin because I make pins based on what I like and what I would buy. So taking that into consideration, plus the fact that I don't care if someone is gay or not, would a pride pin be a genuine show of support, or would it be virtue signalling to make more sales?