It's one of those strange dichotomies I noticed in the past. The end game for socialist equality is total conformity, anti-individualism, anti-ego, the submission of self-interest. Yet the kids running around spreading socialist ideas are usually very individualistic and even egomanic. And highly encourage you to explore your own individualism. Encourage you to fight for your individualism. Your individual rights. What ever that may be, in equality to every other right. Actually, your own individuality in prime importance above any other person's rights.
To understand this, you must realize that Social Justice socialism operates in stages of subversion.
This is the business of the socialist program, create discontent in people with their current situation, divide them into ever smaller groups of uncompromisable issues, most of all by creating new and arbitrary individualist desires in people, combined with the notion that not you have to adapt to your environment, but the environment must adapt to you. To whatever whimsical notion you come up with. A hundred people in a room, everyone with a different, unique and awkward conception of self, believing everyone else should respect your own concept of self, and should avoid offending your self. The social justice strategist seeks to elevate this to such an absurd degree that the status quo of society cannot function properly anymore. An example of this is the socialist subversion of feminism, with the creation of dozens of weird pronouns, genders and orientations to identify with. In general there is an effort to greatly complicate language. The language confusion creates a situation like in the biblical story on the Tower of Babel.
People have a harder and harder time relating with each other, it creates tons of unnecessary dissent and friction in communication. Instead of finding an understandable compromise and common ground to make relations easier, people alienate themselves to others, become frustrated and unhappy. This happens with all kinds of matters on all levels of society. The goal in all these affairs is to prevent people from successful integration in the current society, so as to not validate the status quo. People are not supposed to keep the current system running, but deprive it in preparation for the next system into which people are integrated by force.
The moment a society is destabilized and in crisis, confused and defenseless, a higher power of order can come in to normalize this chaos. And that means first of all to destroy the biggest enemy of a "good": dissident individualism. After having seen all the chaos individualism can bring, people have grown tired and sick of it, having an ego means being "evil", all that matters is not your own opinion anymore, but the greater good of the people. This is the gameplan all along, knocking individualism out of the natural balance to lead it ad absurdum. And with the total destruction of the ego, ideological oppression is unopposed.
Wut ohne Ziel. Wut ohne Folgen.