That's because, in their mind, their policies are objectively correct, and are therefore apolitical. Resistance to them is by definition, and act of politics because of you're tribalism in rejecting the right thing.

It's not political if I say, "you should pay for things you buy". It's self-evident and tautological. If you disagree, it is because you are trying to inject politics into something that is self-evidently correct in order to maintain power.

Similarly, if you object to Social Justice in video games, you are injecting politics into video games by making the games about opposing Social Justice, rather than just doing the right thing.