Well, I'd say it's because of remarks like "real feminists hate men." There were some very radical feminists early in the movement who moved into feminist houses and broke contact with men, and most of those women have since grown up and rejoined the real world. Saying feminists hate men is like saying all Republicans are white supremacists. It's an extremist minority.
I do call myself a feminist, although it is difficult because many other people don't understand what that means. It's like calling yourself an atheist, and people think you worship the devil.
I live a pretty traditional life; I am a married stay at home mother of two. But I am very concerned with women's issues, many particularly relating to the lives of mothers and wives. There is still incredible inequity for men and women in our society--women's health care issues are frequently overlooked because they often relate to sex and reproduction, which leads to a morally and politically charged debate. Women who choose to be mothers, such as myself, are at incredible economic disadvantage, which could be easily remedied by extending social security benefits to caregivers, expanding maternity leave benefits, or giving an allowance like the German "Kindergeld."
What needs to happen for feminism to work now is to realize that it doesn't only apply to women. Men have to change their roles, as well. As long as it's still believed that women are primarily responsible for child rearing, for example, "feminism" will be blamed for all the ills of society. Why do kids today have so many problems? It's because their mothers abandoned them to go to work, and so on. But we're only looking at half the equation.
Traditional feminism was kind of about getting women to be like men--independent, career minded. But in doing so, the other things women have traditionally done were undervalued. And so the backlash against feminism. What's important is to value women as they are, and to even allow men to take women's roles. No, men and women aren't exactly the same, but they're not as different as we believe.