Liberals have been the ones doing it, which is why no one cares or fears being called a Nazi, racist, bigot, -phobe, fascist, or any of the other overused leftist favourite names to call anyone who doesn’t agree with them anymore.

It was working, it radicalised their loyalists and scared a lot of regular people into submission, but like you said - overuse, especially when it was clearly not appropriate, made the tactic less and less effective.