Maybe to find something we need to dissect "we" into smaller parts. On average masturbation is not signaling; for some small subset of people it is. On average we don't advertise how much time we spend on entertainment; for some subset of the population it's a matter of intense group politics.

Thanks to the internet, I can think of all kinds of bizarre subgroups whose behavior wouldn't have been associated with signaling in the past, until they found others like themselves, at which point ordinary status instincts took over.