This started as a response to the letter (as far as I can tell). But Hillel groups at universities (mine included) were regularly harassed by groups supporting a free Palestine. After the response to the letter, they realized "hey maybe we can do something about shit like that, too" (not a direct quote by them).
I mean we were just trying to hang out, pray, and eat food together. And my gut feeling is all of those people should be shamed. But my slower brain reaction is that I hope some of those people that I regularly talked with started to better understand what they were saying.