Branding or Just Obvious Naming?

Senior Pastor Emeritus Jan Hettinga of Northshore Baptist who is against gay marriage thinks that gay rights supporters were smart in "strategy" for branding the disagreement over same-sex marriage as "hated and bigotry". (Seattle Times July 21, 2009) That statement makes me stop for a moment. How would you describe a philosophy and activism that tries to intrude on people's bedrooms, tries to keep loved ones from being able to be at the bedside of their dyng life partner, tries to make the children of gays and lesbians feel demeaned....how would you name those beliefs and attempts to limit someone's civil rights, if not as hatred and bigotry? Strategy? or just naming what is? Perhaps Pastor Hettinga gives us too much credit in a subconscious attempt to not reflect on how far from the love of Jesus that such religious right activists have strayed.