That's one aspect of it, but from another perspective, this is a simple power play. Everyone with even modicum of intelligence understands the use-mention distinction, that there is a profound difference between quoting and using the word. Everyone understands that it is clearly wrong and stupid to attack someone as evil for mentioning the word, especially if they mention it in the context of telling people how wrong it is to use it.
Nevertheless, the person is still attacked. The goal is to make it clear to all people observing, that no matter how stupid and wrong it might be, they have full, unobstructed power to destroy anyone at will, under flimsy circumstances, so you'd better not ever cross them. That this is stupid and wrong is the entire point: anyone can attack, shame and destroy people for doing wrong, evil things, but only powerful people and ideologies can attack and destroy people for absolutely nothing wrong whatsoever.