Cyberbullying

What is with cyberbullying these days? Why is such an emphasis put on this? I get that technology is everything now, but I think this is a stupid thing to talk about.
First of all, how does someone even get cyberbullied? There are so many different options to avoid it. You can close the program, block them, unfriend them, and so many more ways to prevent it.
Also, what is the big deal? They are words on a screen. It has become commonplace for people to "troll" one another. So why make people out to be victims?