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Then we threw the left hook. We produced a TV commercial telling the story of a little company in Oregon, fighting the big bad government. It opened on a runner doing his lonely road work, as a deep voice extolled the ideals of patriotism, liberty, the American way. And fighting tyranny. It got people pretty fired up.
As with most preferences, the answer is a tangle of cultural learning, psychological biases, and internal qualities, influenced by the context of the choice.
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