The term "virtue signalling" is meant to keep the alt-right angry at everything, or at least anything that doesn't help the billionaire's club.  The idea is that whenever someone proposes anything positive for society, you point and say "virtue signalling" before the new idea even enters your brain.   Especially useful in the face of arguments for gun control, universal health care, increased immigration, social welfare, prison reform, or anything that might raise taxes in the short run.