You're right, we do need to call out fake meritocracy that way. And people do call out fake meritocracy as such. Here's a bunch:
http://istechameritocracy.com/What often happens, though, is that responses to these claims become these backhanded dismissals. "Oh, you're just overreacting." "Well, I don't see it." I'm a straight, white, cis dude, too, so for a long time it was hard for me to notice it. I promise you, there is a point--and maybe it's not one you will ever personally see, but it exists--where it becomes too big, too obvious to ignore.