Well if you must know, it’d be, for example, when a well-meaning employee emails a link to "Bike To Work Day" to all employees. Here’s the touchstone of disgust:

Throughout the Bay Area, dozens of local events taking place during the month of May will get people excited about bicycling and the benefits it provides for public health, traffic reduction and our environment.

The best description I can think of on the fly is that of a smiley face telling you how great your sacrifices are going to be for everyone and everything else but you.

I love bikes. We got bikes. I use mine often, particularly so since the weather has warmed up. Why do I use the bike? Because it’s the best thing for me, according to the context of the particular facts of the specific event in which I intend to use it. I live downtown, and it’s usually far more pleasant, for me, to take the bike — not the least of which is parking. And, it’s just plain fun.

You know, it’s always about guilt, isn’t it? Either you’re vermin who’re messing up god’s perfect universe, or you’re more sophisticated — not so weak minded as to believe in anthropomorphic gods. So, now you get to be vermin infesting mother earth. At root, it’s the same formula: repent of your sins, and atone through self sacrifice.