A lot of people want GameStop to succeed and join the ranks of Netflix and Amazon. Retail investors that bought a few shares now have a tremendous amount of goodwill and loyalty towards the company.
Many people, or Americans at least, that don't have any savings are not going to experience 'massive financial damage' from buying a few GME shares and seeing them drop in value. It might sting for a bit, but so does getting a tattoo (which is a bigger waste of money.)
And is 'loyalty towards a company' for having few shares a good thing? loyalty towards what ends? towards massive financial damage?