When a company or political party, or even a movement continues to doubling or tripling down on something so many times to a point that it's more than double or triple.
Disney continues to virtue signal in their new content and they just keep upling down on the messages that the vast majority of audiences don't want to hear about anymore.
Short-form of "upload" that is often used as a hashtag on social media posts to indicate that the user posting the content is the originator of the content and that they are not simply retweeting or reblogging the item.
Here's a photo of a whale #upl