It is material exactly here. The preference for "ideology signaling" comes from desire to frame both sides as the same. "Cruelty signaling" is very accurate descriptor. It does not even suggest right wing only thing, if someone on the left signals cruelty, they would engage in cruelty signaling. And if someone on the right performatively helps poor, they are engaging in virtue signaling.
The trouble is, if the things are called as what they are, you cant say "both sides are the same". Because one side is promoting cruelty and the other is not.
> says things they don't believe to curry favour
If you do not believe that trans people should be beating up, but say so to look manly to your boss, you still promoted beating of trans.