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Well, 'Scottish separatists' make up nearly half of their population, and yes, those people really do object to being called British in the political sense (even if they grudgingly accept it in a technical sense). Most English people are happy to identify as British, but like the Scots some people do (with some justification) see it as an affront to the English national identity, being that it is a largely artificial identity imposed by the state and media over the last 300 years, concurrently downplaying or disregarding the unique identities and histories of the UK's constituent nations. The BBC is at the forefront of this.
Britishness is also less popular than ever amongst the English as a result of the revival of Scottish/Welsh nationalism, devolution and the Scottish independence movement. You might notice that until about 1996 (just after the movie Braveheart incidentally), most supporters flags at England international matches were Union Jacks. Ever since then, it's nearly entirely St George's Crosses.
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