Good point.  I think it's projection coming from their severe insecurities.  Fats are inherently shallow, and are delusional enough to think they are hot shit.  But they know they're too slothful, lazy and undisciplined to ever look attractive.  So they claim to hate labels, but that's all they really do: fat, fierce, curvy, bbw, plus size, the list goes on.  Because deep down inside, under all that fat, is a shallow, vapid, empty personality, that sees itself as nothing more than a physical appearance trying to fit a label.... Like effyourbeetusstandards.