CNN traced the rise of “bean soup theory” — also called online “whataboutism” — to users attacking posts that do not fit their own circumstances, a pattern popularized by a 2023 TikTok recipe video.
Experts said the behavior grows out of ordinary egocentric thinking amplified by personalized algorithms, American individualism, and feelings of exclusion or helplessness that make difference feel like a personal slight.
Micheline Maalouf, a Florida therapist and TikTok creator with more than 1 million followers, said even panic-attack tips drew replies from users insisting diabetes or high blood pressure made the advice unusable.
Creators and researchers said the backlash pushes them to hedge, over-explain and do extra emotional labor, while short-form platforms still reward speed and brevity over the nuance critics demand.
CNN said users can blunt the cycle by fully reading posts, questioning worst-case assumptions, muting triggers, and seeking offline support or therapy when online content repeatedly feels personally threatening.