It seems that acting morally counts for very little, but saying the right things, and in the right way, is now the signature of virtue. Or rather, saying wrongthings wrongly is proof of evil. Witness, for example, the number of decent people who have had their careers ruined by expressing improper sentiments. Some of the comments were mild, some vile, but still...comments.
This used to be an attribute of fundamentalism, but is now more common on the social justice side. I think inquisitors generally focus on one having the proper public sentiments, with much personal behavior overlooked.
I suggest quick communication/social media/24-7 news cycle drives the change. It is a step toward a world in which impression matters more than reality. While it is certainly true that modern crowdsourcing of news can provide quick correction to false information, it remains true that some myths persist anyway. People develop an impression of you, and that remains.