If one believes that representative and direct democracy is the best choice among the many systems tried, then one believes that the vote of the majority is the most moral way (among the alternatives) to make decisions.
If one is such a believer in democracy that he is also an active part of the system (an activist, politician, demonstrator, etc), then one necessarily believes that the majority is making the WRONG choice about some particular or many topics.
Hence the internal love-hate relationship within the politically active who are also supporters of democracy. It is a self contradictory position.
It is from this position that I think the annoying "sheeple" term comes from, a term used by both sides about the same people, often at the same time.