Masks just aren't inherently a big deal. It's just been made one by people seeking to politicise what should be a universally accepted good (trying to stop the spread and harm of a pandemic/epidemic disease.) People have reframed it as "they" are trying to control you! So vote for me/buy my tat/give me attention and I will protect "us" from "them"! and just about everyone has been influenced in their response to this simple practical health issue in some way as a result. Some entirely buying into the message and insisting there's some insidious reason we're being asked to take simple actions to prevent infection, others simply being a little more lax in their action than they would be if there wasn't a fairly large vocal minority insisting that no action should be taken at all.