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That's because the Kosovar Serbs speak the "torlak" dialect for the most part. Both Bulgarians and Serbs dispute the origin of this group which goes in line when you said the old timers in Kosova considered the Slavs there "Bulgarians."
As for the topic, i think they are closest to Bulgarians in terms of ethnicity but today their culture and mindset is probably closer to the Serbs.
In the area my parents are from, the macedonian slavs have historically been referred to as Slavs and Bulgarians, and rarely Serbs. For example, the music folkore always referred to the "komita" as Bulgarians never as Serbs or Macedonians.
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