They tried to co-opt the term for their own uses. They didn’t choose it

That reason is right wing propogandists who have a long history of trying to appropriate language others are using and using it as a negative label within their own community to try to distract from all the bullshit they’re doing to those bigots they are distracting.

That’s it.

Right wing ideals have never been consistent. It’s all bluster to push an immediate narrative with no regard to how contradictive it is to their other ideals