I think it's because the shame was an "empty threat," so to speak. There were some ramifications at first, the cancelling/social shunning, but when people started realizing that's bullshit and you can just...keep existing after being cancelled, it stopped being such a big deal. I want to say maybe JonTron or JK Rowling were one of the first people to be cancelled and then just...nothing happened. People pitched a fit, but so many people liked their work and they just kept making things anyway and it was like "oh wait, these guys are full of shit, who cares if they cancelled Jon/Joanne"