Ever since Madison Avenue taught the postwar consumerist middle class to consider purchases as buying into aspirational lifestyles, tying it into personal identity, the same process has shifted from simply patronizing businesses all of the way to political choices. Thus, charismatic and attention-seeking CEOs no longer sell their businesses simply no the basis of the quality of their goods or services, but buying into entire constructs of Zizek voice ideology. Thus, perhaps paradoxically, consumer individuals, craving belonging, are buying their way into tribes of like-minded individuals with similar convictions.

In short, don't blame the country themselves; these businesses and their management are pushing politicizing as a tactic to sell, sell, sell. As we in tech know, everything is ads.