I'm pretty sure the DUmbass doesn't have a clue as to what "it" is. Then again that seems to be the normal state of being for your average DUmbass so it's nothing new.
Over the years, it has been "on" for a great number of things. I suspect that "on" means, ultimately, that something is being boycotted. Yet corporate profits are at an all-time high. Odd, that.