We all have personal choices as to whether to ignore, reply, play down, flame etc etc........

We do indeed - and we should all be allowed and encouraged to exercise these personal choices.

Which is is why any attempt - (no matter how well-intentioned this attempt may appear to be or be claimed to be) - to take these personal choices away and make them for you - should always be strongly resisted.

And resisted strongly until the attempt is longer made.