When someone says, in a very public forum, heard by thousands of people, to punch dissenters in the face, they'll pay the legal bills, or when someone suggests "shooting something up", or killing journalists, I get very angry.
This is the reason that I get outraged when people casually speak of violence to the masses as a joke. It's because sometimes, other people, whom the original speaker may never see, meet, or even think of, hear those words out loud, then go and commit the violent acts that weren't a "serious suggestion", and it's horrible.
It's literally the cause of horror.
Words mean things, and they have power, speaking out in public is not the same as having a private conversation with your friends, and people that diminish this idea are not correct. The thousand times someone publicly suggests violence as a joke and nothing happens does not make up for the fact for any single time that something did.