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It's just a weaponized version of the "90s teenager trying to piss off the parents" behavior. They want to be different and 'unique' from their parents (for attention and likes on facebook).
The thing is the US became too comfortable, people get to act like teenagers until their late 20s. And they have internet. So why piss off only their parents if their can try to piss off everyone who looks like them: older white people.