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Yeah, I must have misunderstood.
"exclude those people who really do care about the flag by appearing to be ashamed of it" to me read as a proposition. That is: "People who are ashamed of flags (and therefore actually do care in some sense) should be excluded." I.e., people who say "fuck that flag, burn it! I couldn't care about flags less!" should be fucked off out of the party.
But I think I get you now: "[don't] exclude those people who really do care about the flag by appearing to be ashamed of it." This was probably clear if read as a direct reply, so apologies if this is what you mean and I missed it. I'd say this falls under the whole category of "don't fucking worry about flags" though.
Poppies, however!
I think I must've explained my point badly because I'm not sure your response follows from what I meant to say.
I don't give a fuck about flags, but a vast majority of voters feel very positive about them. When we as a party of government appear to feel ashamed of that flag, it not only excludes those voters, it also feeds into the idea that we are weak on security. I think it's reasonable for a voter to want the potential leader of a country to be proud of that country and want the best for it. Showing that we are not ashamed of the flag which represents that country is a good way NOT to exclude those people.