I think the point is to ragebait people into reading about it.
An educational campaign doesn't work.
People get angry when the protests disrupt their day.
Peaceful protests happen literally everyday in the US in nearly every city and hear nothing about them.
The only way it gets visibility is it has to be disruptive, and the only way to get them to read/learn about it is to hook them in. And if Faux News has taught anyone anything, it's that ragebaiting is fucking effective.