Their entire belief system is based on not wanting to look evil, mean, racist, or bigoted. To put forth a facade of righteousness that everyone else can see. They exist to feel good about their decisions, not to make good decisions for themselves or others. As long as they feel good, it is good. The more stupid of their herd follow along unwittingly and fall for the propaganda, not realizing the harm they're doing or just how stupid they truly are. This is why you see them project stupidity onto 'southerners', suburban, and rural types so often.
They will, many times, be practiced sophists as well.