As I’ve said before…

Those that wish to block OP_RETURNs and whatever else they see as spam should deploy a UASF to render it invalid.

Those that consider this a form of (or path to) censorship and undesirable should deploy a URSF (user rejected soft fork) to counter it.

Exchanges can offer fork futures long before the actual split happens, gauging market sentiment and informing miners where to direct their hash power at fork point. (Hopefully we’ll see a winner-takes-most dynamic and minimal disruption for non-upgraded nodes, i.e. no large re-orgs.)