How To Upset Cowardly & Comfortable White Men For Fun And Profit

B.J. Mendelson
3 min readMay 21, 2022


Photo by cottonbro:

I enjoy upsetting the cowardly and comfortable.

The cowardly and comfortable are white men who claim to be moderate or liberal but don’t really want anything to change.

How do you spot them?


Suggest making any sort of change to The Rules in order to better protect your neighbors.

Don’t worry. They will find you. And they will argue with you to defend The Rules in all sort of mealy-mouthed ways.

False Equivalencies. Slippery Slopes. All the greatest hits of fallacious thinking will be there.

Martin Luther King Jr. called out the cowardly and comfortable a long time ago.

What’s changed since then is that the enemy has won.

We live in the world George Carlin warned us about.

The enemy controls all of our major institutions, and now they’re doing what they can, using The Rules, to keep it that way.

Today, the arguments of the cowardly and comfortable are everywhere.

“Sure we want to change things, but if we change The Rules, the other side will abuse us with those same rule changes.”

They don’t have any real leg to stand on with their arguments.

Only fear.

And you don’t have to dig deep to understand what they’re really afraid of.

Because the cowardly and comfortable are great at sounding like they’re protecting you, but they’re only protecting themselves.

The fear of the cowardly and comfortable is that they will lose their privileged position in society.

And they’ll throw everyone else under the bus to keep it.

Women? Fuck them!

Just ask any American woman how she feels about being charged with murder if she has an abortion.

Teachers? Fuck them!

Just ask any American teacher how they feel about laws like this to control their speech and what kids learn in the classroom.

The cowardly and comfortable get real loud when you talk about Tucker Carlson’s right to deliver hate speech on TV, but say nothing about the teacher's right to deliver the truth to their students.

The cowardly and comfortable may make a lot of noise about how upset they are with Roe v. Wade being overturned, but they’re not going to do anything about it either.

Because they’re not affected. None of them have a uterus, so they don’t care.

The Rules currently protect them, and so they will always protect The Rules over anything or anyone else.

So, I want to encourage you to piss off the cowardly and comfortable as much as possible.

Because they deserve it.

But also because it’s fun.

And we don’t have a lot of opportunities for fun these days.

The planet is on fire.

And The Rules say that’s ok and the companies who created this situation should pay no consequences.

For example: ExxonMobil, so far, barely has had to pay a thing for its numerous contributions to our climate emergency.

Justice Alito just so happens to be an Exxon shareholder. He recused himself from this case, but he still made a mint that day anyway. (And he’s not the only Supreme Court Justice with a vested financial interest in the court's decisions.)

The enemy is plotting to install a permanent white male minority rule.

And The Rules say that’s just fine, allowing for a sitting justice, Clarence Thomas, to not recuse himself from cases that may impact the success or failure of that plan.

All the while, Thomas’s wife openly planned to overthrow the government

-And The Rules say a corporation can pay someone to go on TV and put black and brown people in imminent danger every night by espousing racist theories with legal impunity.

Because the cowardly and comfortable thinks that corporations should have the first amendment right to do so.

So if you can upset these people and make them uncomfortable?

And even better, make some money off the proceedings, I hope that you do.

Make art that mocks them and then make money from selling that art.

And then use that money to fund organizations like the Abortion Access Front.

Because the cowardly and comfortable are going to get us all killed, sooner rather than later.

And we need to do what we can, while we still can, to stop them.



B.J. Mendelson

B.J. Mendelson is the author of “Social Media Is Bullshit” from St. Martin’s Press.