It's the same "make yourself politically untouchable" tactic that groups of all kinds have been using for a long time: play the victim until people are afraid to say anything about you that's not shameless praise.
The group - any group, so long as they're a minority of the population - starts with legitimate grievances, but once they get those addressed, they make new demands, selling them as the next step to equality. They repeat this over and over again, with each new set of demands more unreasonable than before, and becoming more shrill all the time to maintain the sense of urgency despite their growing power (and to distract from the insanity of their demands).
Eventually the majority, now riddled with guilt for offenses both real and imagined, acquiesces: "OK, OK, I'll give you whatever you want, just be quiet before somebody hears you and thinks badly of me."
Everybody's doing the "persecuted minority" thing now - even rich people and the conservative Christians that run the US Government - and unfortunately, all it takes is time.