Because of course only the mags protest. Sunderland fans never protest (red card Murray out protests, 'save our sunderland', protests outside the murray gates).
Only Newcastle fans protest. Should we protest about our owner sending us into financial ruin we'll shortly find ourselves wearing black and white tops, ramming pasties down our necks.
Newcastle's protests have been embarrassing because they have spelled bedsheets wrong, used bedsheets, had a funeral for a stadium, had a resurrection for a stadium etc. Not simply because they protested.
What is embarrassing is doing nothing because you're so scared that it will make you 'look like a mag'.
Were the Villa fans 'mag like' last season when they protested against their American owner sending them down? No. This is purely a fixation of the SMB.