I would argue that it is making money off the feeling of discrimination. The serial lawsuits are just a tool being used to make this money. Just as Ryan's soapbox as editor of Wired is a tool, the media is a tool for getting out the message of the "War on Christmas", etc. You don't actually have to feel oppressed to use the fear of oppression as a tactic in getting what you want. In Wired's case, there was no sexism either implicit or explicit. But you know, calling sexism gets pageviews and attention. And those things lead to money.

Has Hirsch really been tortuously injured by the lack of handicap-accessible businesses? It doesn't matter. What matters is that he is using the fear of discrimination to justify a lawsuit (or 87). This is definitely going beyond my original point of the use of language. The original point was that I cannot give offense to you, offense is something that can only be taken. Therefore it is up to the audience to be damn sure offense was implied before it is taken.