It's all fantasy-land for them. That's why the shills that spread out throughout the internet are all so easily spotted. They can't base any of their views in objective reality, so they create these weird scenarios in their head of what others do and pretend that those are somehow representative of reality.
They use labels as a method to discredit others, because they're incapable of arguing based on the merit of any particular situation. Which shouldn't be surprising when you consider they base much of their life around consumerism, and wait to be told what their views should be so that they fit in.
Much it likely stems around laziness, consumerism, and insecurity.