I mean it's not clear how its supposed to be anything other than virtue signally.

The claim that an expressed belief is principally a kind of signalling means that its content isn't a sincerely held belief by anyone, but the act of expressing such belief serves to signal to some audience a certain non-propositional kind of information. Virtue signalling is a signalling to indicate virtue, and in many practical cases is taken to include tribal loyalty to a particular political project.

Jesus used the phrase, iirc, "praying in the streets":

> And when you pray, do not be like the hypocrites, for they love to pray standing in the synagogues and on the street corners to be seen by others

The observation that behaviour signals virtue is as old as the species itself.

Protestations to caring about human rights are, often enough, a modern sort of liberal prayer, practiced in the street or the public internet. And one imagines a vast amount of corp speech exists for signalling purposes (if not virtue,, then eg., to signal strength or growth, or trust). This entire posts exists to signal, it's unclear it expresses any sincere belief whatsoever.