Wikipedia

Fascists often hate being called right wing. It comes from a lack of self-awareness and general lack of emotional intelligence.

That's part of it, but its also just the result of lacking political education.

There's constant strugglethreads these days about the upcoming elections in the US and the people rabidly supporting the democrats think they are not fascists - Even though the democratic partys policies all fit within that ideological framework.

They are confused when people call a genocidal group of imperialists fascist because there's another group they think is worse and because their genocidal imperialists nominally support civil liberties like gay marriage.