I've always wondered, do people who complain about virtue signaling just simply not believe in the concept of virtues or integrity at all? Human nature is pure vice mediated by violence and contract law, that's it.

I get the cynicism about performative acts vs. authentic values but where's the line? Putting your money where your mouth is has to count for something.

You have a point. I'd hope most of us actually do care about virtues and integrity, but 90% of the time it doesn't need to be said. It's how we were raised. Now, true virtue signalling is saying X to change the perception but yet doing 100 evil things in the background.