They've always been like this: success tricks them into thinking all their opinions are valid. They don't start out raving crazies, they slowly get more comfortable pushing incrementally more hardline, or extreme thoughts until there's public backlash.
It's also largely normalized in media and culture: press managers and fan apologists downplaying, re-explaining, and whitewashing context. The general public literally just quietly listens, mostly ignores, and then suddenly goes "Wait, what did they just say?" and then actually goes back and reviews previous statements while actually paying attention; and they notice the slow, subtle building of it.