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Not taking a side, but to understand the comment you are replying to, you would do well to look up the concept of countersignalling.

Does counter-signaling require intent or only action?

A. If I care what people think, but work to communicate that I don't, that's pretty obviously counter-signaling.

B. If I genuinely don't care what people think, but my actions are outwardly indistinguishable from those in A, is that counter-signaling?

This sounds equivalent to "Is signaling about the signal-giver or the signal-recipient?"

Indeed it does. If I practice haruspicy*, in so doing am I receiving signals from the gods?

* - the inspection of the entrails of sacrificed animals