I agree, it's our natural tendency for tribalism being taken advantage of and now it is running amok. If one chooses not to participate in it, some people find that more abhorrent than if you were part of a 'rival tribe'. In their eyes, the rival tribe is to be hated, but at least they understand how it fits in their worldview. Something they don't understand or that is unknown/unfamiliar tends to elicit a more visceral response.