What you said is all true, but it's not about that. No one's saying SM don't deserve to be SMer's, it's the whole SM system. I guess it's similar to saying "Don't hate the players, hate the game" in that the actual SMer's aren't what's being discussed here, but the system.
Apart from the jokes about SM porn and tarty discounts. The screen shots of SM chat with certain topics blurred out. Quotes containing snapbacks to SM chat. Avatar themes.