I've searched q drops for the phrase and can't find it so I assume one of us came up with it.

I studied marketing and NLP for a while, and people subconsciously associate these slogans with themselves.

So if you hear "Freedom is coming", your subconscious thinks "yay, I'll have more freedom"

But if you hear "Pain is coming", your subconscious thinks "Oh shit, I'm going to be in pain"

To illustrate by exaggeration... imagine if the slogan was "Pain, suffering and hell are coming". If you continue to hear that, it doesn't make you feel good. Even though you logically know it's not targeted to you, your subconscious processes it before your logical mind and makes it about yourself or "we" as in you and the people around you.