I'm sorry, what I meant was that (stereotype warning) the British are particularly cynical-reserved about putting your identity/politics on your sleeve, and the Americans are the opposite, so part of your disgust might be from cultural differences

or to further quote, “The point I was making is, this idea of a statement of Britishness; I cannot think of anything less British than that,” said 25-year-old David Bishop, author of the winning motto.