It’s all about having a scapegoat and playing on their overwhelming self-righteousness with he appearance of unfairness.

The trick is to twist the truth enough, highlight a scapegoat, and play up the unfairness to appeal to the self-righteous

• “I don’t have anything against you personally but it’s unfair for a man to play women’s sports”
• “I’m not racist but it’s unfair for someone to get special privileges because of their skin color”
• “I have nothing against women but it’s unfair someone gets promoted above me just because they are one”
• “I have nothing against non-Christians but it’s unfair that I can’t wish someone have a Merry Christmas”

I imagine they believe they’re in the right, and it’s an unfair situation that needs to be remedied, but that requires an awful lot of not paying attention to how they got there. It won’t affect them because they’re fair, right