You say "they should laugh it off" or "get out of the kitchen" if they can't.
The reality is even the best of them can't.
A Brownlow Medalist has said comments on twitter affect him. He's reached the peak of individual performance in this sport and even he's not able to simply "laugh it off".
We need to take this issue more seriously.
We should just imagine they're reading our comments and adjust our tone accordingly - I think that's a great start already.
Sticks and stones mate, people as a whole need to stop worrying about being offended. Nothing happens when you are offended. You are just offended.
Get over it.