Liberals have branded themselves as peace, love, tolerance, rational, educated, smart, good. There are several reasons:
* it gives them an excuse to dismiss all contrary views as stupid/bad/evil
* it demonizes everyone with a contrary opinion as inferior
* it gives people a reason to join the "liberal" group - an idiot is considered smart over the conservative because he's liberal, it lets the freaking out SJW say they are more rational than someone making a reasoned argument on a topic
* it gives someone a mantle of morality even as they commit atrocities, as the group of white and hispanic liberals beating up a homeless black woman for defending Trump's star on the boardwalk could say she was guilty of hate and deserved the beating, along with many other similar assaults
* it lets liberals blame the victims of their assaults for instigating it by saying the victim started it with their "hate speech"