Why is it considered to be improper to flex your muscles, but, it is seen as virtuous to show off how virtuous you are?

Some modern thinkers have called this “virtue signaling”, I call it virtue flexing. What is the difference? All of these pseudo-woke people are just trying to flex on one another on how virtuous and “woke” they are. Yet at the end of the day, it is all superficial. Nay, not even superficial. Pathetic.