I turn the question around... people who are clearly liars, deceivers... politicians and businessmen that people line up to vote for with their money or public votes. You really wonder what people think an "asshole" is when you see the kind of politicians that get massive support in a population - to a point people have their photograph on the wall of their workplace or home, put stickers on their cars, etc. to support people that are clearly monstrous. A lot of people do not seem to like to study the crowds of Europe 1930's terrible leaders and just how many lined up to cheer on such persons.
The scientists a person believes also is a huge indicator of who they consider to be an 'asshole'. Just passively listening to people who support denial of climate change, denial of microscopic germs and virus, etc. The enthusiasm that followers to non-factual science seem to be very high, and they draw crowds in ways that fact-based science does not seem to do.
When you make up fake science out of whole cloth, it's easy to make up something to that accords with people's biases. Actual truth is simply less likely to fall into that category, and more likely to be uncomfortably inconvenient or terrifying. There's nothing fun about global warming, deadly pandemics, nor microplastic pollution.
Fake news never makes demands on its target audience. Sometimes it says "you are the victim", or "those people are the problem", or at the very least, "this is fine." But it never says "if we don't get our shit together we and our children face a dismal future." Instead it always appeals to the greedy and the lazy amongst us.