I think he meant for the near and dear ones like to to tell them that how much you love them before they leave.
But yeah, the way he said sounded too preachy , especially for the celebreties or industry people or even for colleagues and friends, obviously, no one keeps on praising day and night, even, it's awkward to praise your family members too especially on social media. This is the only time, people remember them.
And Irrfan and Rishi Kapoor both got so much love and appreciation from everyone even if they were alive, they were very respected, it doesn't mean, you have to come on social media to praise every damn time.
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