You don't want to be this guy.
I don't? If the expected social improvement exceeds my personal cost (taking into account my opportunity cost), why shouldn't I act? Taking that xkcd to mean what you assert suggests you think all social advocacy is wasted.
More generally, the blogger I linked is complaining that the joke didn't bomb and generally doesn't bomb.
If the expected social improvement exceeds my personal cost (taking into account my opportunity cost), why shouldn't I act?
You have just defined the set of cases in which you should. Deciding when you are looking at such a case and what to do about it is the non-trivial part.
As Multiheaded added, "Personal is Political" stuff like gender relations, etc also may belong here.