Well, I guess because even though it’s very self-aware to begin with, the issues it critiques collapse in on themselves. I think a lot of people love Fight Club for all it’s radicalism but then feel content to simply quote Fight Club and reference their knowledge of the film to brand themselves as edgy and counterculture. That’s pretty much the same kind of contented laziness we’re supposed to hate according to the movie’s logic. Beyond that, I think just the fact that it’s uber violent and male-centered makes me feel like it’s a guilty pleasure. I’ve written about the film and book quite a bit in grad school and I always always get questioned about “how can you like this with it’s view toward women or lack of women?” I’ve also been questioned about it’s literary quality–like it’s not lit enough for English study. I don’t necessarily agree with the assumptions behind those questions, but they make me feel guilty that I love the film so much. Hope that answers your question.