Beyond the anger, beyond the outpouring of grief for the victims and beyond the calls for something to help stop the madness of mass shootings, Friday's killing spree in Isla Vista, Calif., has provoked one more reaction.
It's a call to end misogyny, inequality and violence against women -- and an end to lumping all women together, as suspected gunman Elliot Rodger did in his angry YouTube videos.
"You girls have never been attracted to me," Rodger said in one of the rants. "I don't know why you girls aren't attracted to me but I will punish you all for it."
Under the hashtag #YesAllWomen, women have been sharing stories of what they've had to put up with, from discrimination to sexual assault, while pointing out the many ways misogyny has become almost acceptable.
Here's one example:
The hashtag plays off the "not all men" argument (and meme) often used to counter some feminist beliefs and accusations. (Time has a deeper look at it here.)
See more #YesAllWomen tweets below: