It's not virtous to make a show of one's virtue, virtue signaling is a baplutely a real thing, and a defect.

Sure, you are correct, but most times the accusation is a bullshit rhetorical move to not have to deal with an ugly truth.

I hope the irony of your comment isn't lost on you

I mean I guess, but you and I are not going to see eye to eye on so-called "virtue signaling" so it isn't the burn you think it is. Virtue signaling is just a fancy term for shaming, right? Shaming serves society by moderating behavior that is unethical or immoral but not illegal. It serves a real purpose to keep us from sliding into a world where we act on our base instincts. Sure people can be a dick about it and be smug and superior, but it is really easy to roll your eyes and move on instead of getting triggered by it.

Not to mention they're probably thinking of motivations more along the lines of "brand-burnishing."

Vice signaling.