"If I give something a label that I perceive as bad, then other people will also perceive it as bad, and thus people will hate it and I don't have to argue my side".

It's just the typical "You're a nazi!" they've used. But just like the nazi insult I doubt it really means anything by now.

Well yes because it's a smear campaign.

Of course, it is their holocaust, they are going to beat it into the ground for political power like they always do