I personally don't feel ashamed; I personally just feel annoyed but that's not why I'm complaining.

I personally know people who do feel that kind of rhetoric to be a personal attack on their tribe. I don't personally belong to that tribe or even like that tribe but it exists and they're being energized by all those attacks. I like liberal values and I'm saddened by the rise of reactionaries. If I want to protect liberal values I know that being a jerk against conservatives is counterproductive. I don't care if it feels good, it's not effective.

EDIT: I don't think the researcher or the journalist or you or anybody in particular is at fault here; we all react to the incentives around us. My dig is against the pattern and the perverse incentives that are creating this environment in the first place.