Is there any reason to believe that fairly randomly choosing one offensively speaking/acting person a week (of the many hundreds of thousands of individuals saying things offensive, many worse, and doing offensive things, many worse) to serve as the sacrifice on the alter of the righteous internet’s mob attack, demanding (and often achieving) the loss of job, and more, serves as a much better deterrent than does the death penalty for murder?
And let’s be clear, the purpose of the mob action is not “to shame” or “public criticism” … it is to punish. And mob justice is never based on a fair trial. Its verdicts are sometimes correct but sometimes wrong. Its verdicts and sentences however never open to appeal. Its severity limited only by when the members of the mob are no longer entertained by the attack … fortunately for victims a mob has a poor attention span and can go to the next shiny thing quickly.
The biggest advantages of being part of the mob? You risk nothing, it costs you nothing. And it also allows you the same psychological safety as the person in a firing squad who does not know if their gun has bullets or blanks. Serious harm happens? Not your fault. You’re just one of the mob, innocently saying what harms you hope will happen, what you think should happen. No responsibility over what actually does happen by your sharing the point and condemn as widely as you can. For you it is all FUN FUN FUN! And feeling oh so righteous.
Is it ever appropriate? Yes. The venue of the offense once again matters to determining the level of the response. And the relative power of the person who has been offender over the victim of the offense comes into play.