You can't have an intelligent and non-emotional argument about certain topics in full (e.g. racism, sexuality, politics, immigration, religion), nor can you do so without certain sides invoking some "hate" aura because like it or not, there is a prevailing (and left-leaning) definition that is semi-agreed and pushed by official institutions, and you can't go against it without your argument being labelled "hate".
And no wonder the right feels persecuted, because their beliefs are not necessarily hateful yet they are labelled as such by default. It's like drawing the line somewhere arbitrary and then asking the side whose beliefs are on the other side "why can't you discuss this without resorting to hate speech", and "stop complaining because your side is hateful" and "it's okay for companies to refuse you service because your ideas are hate speech and X-ist".
Few examples of acceptable "hate-speech" that falls within that acceptable line: Anti-white Racism. ACAB. Punch-A-Nazi.