According to Christopher Titus, everyone gets a certain number of douchebag credits. The number of credits is based on that person's reputation, station, and general sphere of influence.
A basketball team owner who has a history of racism, his balance of douchebag credits is already well spent. As is any random person who may suddenly gain celebrity due to a news story. People cannot suddenly use news outlets to air political beliefs the second a camera is put in front of them - they need to earn a following first, and not simply of like-minded individuals who may or may not be armed. Low-level company employees or representatives who get caught up in one of these stories, who then speak out on their behalf, whether it be on facebook, on a forum, or whatever, have next to no D-credits and really need to watch what they put out or simply remain silent. The internet is all-seeing and even if an opinion is expressed under an assumed name, it can be traced back to the individual, who will face the repercussions of stating an unsupported opinion or bias. Moral of the story: if you think your opinion might be deemed objectionable or harmful, and your name isn't Tom Hanks, keep it to yourself.
[link]http://www.cc.com/video-clips/ww64nm/stand-up-christopher-titus--uncensored---douchebag-credits[/link]