It seems pretty straightforward to me.
If someone says something ignorant and hateful, and are called out on it, and apologizes, and tries to be better, they don't get "cancelled" because that's pretty normal human behaviour. Nobody is perfect but we can at least strive to be better.
If someone repeatedly, in all kinds of circumstances, say plenty of things ignorant and hateful, and are called out on it, and double down, give false apologies or try to play the victim card, and then are told privately by their employer or business partner to stop doing that, and then keep doing that, and said employer or business partner finally severs all ties with them, and then they double down even more jumping further into the same shitty arguments that got them in trouble to begin with, then that's just proof that you were an asshole all along and good riddance.