Why are people embarrassed to say they support feminism?

I’ve just never understood. Feminism isn’t about raising women up to be higher than men. It isn’t even about men at all. In my opinion, feminism’s goal can be summed up into one word, and that’s CHOICE. When you ask someone if they support the feminist movement they will usually wrinkle their nose and laugh. However, if you ask anyone if they believe in human rights they would be out of their mind to say no. So why is it when half of the population requests rights over their own lives it becomes laughable and opposed?
I realize in the beginning feminism did have racist / ableist / classist motives, but why does that warrant the people of today to settle with the inequalities? The ironic part is, most of the people who look down upon feminism use the fact that they live in a “equal” country as their excuse. Do not judge an entire movement based on classist beginnings when you aren’t thinking about current oppressed countries elsewhere yourself. Just because there are misguided radical activists (ex. PETA) doesn’t mean I would ever turn my back on the fair treatment of any creature (bad example, I know). So why can this excuse be used for fellow human beings?