content: The idea is to identify jews to target.  It's really just a stupid idea with no real effects, but after google removed the chrome extension a bunch of kids started using it to be edgy or something (there's even a few on voat who will just comment on articles with some person's name in brackets).  It's generally a cry for attention "Hey look at me I'm antisemiteic and that's SO politically incorrect LOOK AT ME!!!!111!!!".