Liberals define words to apply to them and exclude others. So liberals by their own definition say they are smart, kind, moral, rational, educated.
It lets them call everyone else stupid, crazy, evil.
And a lot of dumb people love to be able to say they are smarter and more educated than smart, educated conservatives ... which they gain by joining the liberal tribe.
There is definitely a pseudo-spiritual, cult-like element to liberalism. Peterson refers to radical ideologies as “a parasite on a religious substructure” (or words to that effect). David Horowitz has advanced this thesis in his book “Radical Son,” and the philosopher Eric Voegelin has discussed this in numerous books, mainly “Science, Politics and Gnosticism” and “The Political Religions”. All are quite fascinating.