It has become a bit of a ritual over the past few years: A person does or says something a portion of the population finds offensive, a social media pile-on ensues, and a ritual apology, complete with acknowledgments of “harm” and commitments to “get educated,” is issued. Sometimes the initial action or comment is genuinely objectionable. Many times, however, it is not. If this is the case, then it begs the question: Why are people engaging in social media shaming and pile-ons?