Liberalism, at its core, is an ideology of emancipation that historically sought to dismantle oppressive hierarchies and champion freedom and equality for all. In practice, it continues to challenge modern systems of oppression, such as capitalism and systemic inequality, that restrict freedom for the many while empowering the privileged few. Although the language of liberalism has been co-opted by capitalist ideologies to justify hierarchies of wealth and power, its true essence lies in prioritizing universal liberty and rejecting systems of exploitation. By aligning more closely with leftist principles, which work toward creating a more equitable and just society.
If I were more conspiracy-minded, I'd say they were purposely being counterproductive and driving away the only people who could conceivably be converted to their cause.