Or, as a perhaps better example. Having a position of "all lives equally mattering" in a purely semantic sense, in and of itself, isn't anything controversial. However, if someone is going out of their way to put an "All Lives Matter" sticker on the back of their truck or use it as a slogan at a counter-protest, we all know that position is more than what's being described at face value...it's meant as an indirect jab at what they really want to oppose, which is the "Black Lives Matter" message, but in a way that gives them plausible deniability and the ability to rebuttal with "well what's so bad about thinking that all lives matter???" when called out for it.