The incoherency springs from the fact that the spots themselves insult the target of their message, which might work to attract attention, but the actual payload of the spots isn't savage enough to kindle any kind of genuine analysis. They're trying to regulate jerks by being jerks, but they're not really jerks, so they can't carry it off. This is the danger of assuming that your opponent is anything like yourself. They need to give their actual hatred of this practice a voice, every moment they were compressed into some subset of themselves, every brutal act, every misshapen poem they were forced to write, and concentrate this into a fragmentary lozenge of spoken power.

No-one responds to this kind of diffuse scolding, least of all young men, least of all from strangers who present themselves as archwizards of prim speech and perfect morality. Bigots and stupid kids speak this way expressly to promulgate the root concepts or to provoke a reaction. Telling them to "knock it off," as this campaign hilariously does, is like exposing your belly to these wolves.