A lot of people pick teams and shape their values based on what the team tells them. You see that a lot in political parties. When “their” party pushes for something their supporters are for it. When the “other” party pushes something they are automatically against it. Same with the latest calls for censorship. People would be outraged if the “other” side had called for censorship but if “their” side calls for censorship they support it. Also see allegations about sexually abuse. People’s level of outrage about allegations is usually closely correlated with how much they agree with the person otherwise.