I find it hard to disagree with the author. I am not so sure that the rightness or wrongness of this assertion is the issue. Instead, understanding the larger pattern by which issue evolve online is worthwhile for communicators to understand.
“The Internet launders outrage and returns it to us as validation, in the form of likes and stars and hearts. The greatest return comes from a strong and superior point of view, on high moral ground. And there is, fortunately and unfortunately, always higher moral ground. Even when a dentist kills an adorable lion, and everyone is upset about it, there’s better outrage ground to be won. The most widely accepted hierarchy of outrage seems to be: Single animal injured < single animal killed < multiple animals killed < systematic killing of animals < systematic oppression/torture of people < systematic killing of humans < end of all life due to uninhabitable planet.”