When their actions/interests are less noble than what their words imply. For instance, using statistics and evidence to make a judgment seem objective, but knowingly leaving out other evidence that contradicts their position, especially when political association can be used to attack anyone who does bring up that evidence. Or asking that people “simply be aware” of their own prejudices, but in practice they are only interested in deconstructing the prejudices of one particular group, and would react furiously if another group was targeted. Pretending that everything is just a level playing field of debate, when they know that it isn’t, and they like it that way.