I suppose it is more the prescriptions about what a feminist ought not do.
I have always considered myself to be at least equal to any man. I have excelled at a career in a male dominated industry and have always believed in equality and womans rights, spoken up where I have observed discrimination and generally, IMO, behaved in a "feminist" manner.
I then read these forums and realise that I am not actually a feminist because, amongst other things, I highlight my hair, wear high heals, hate getting my period, feel flattered if a man (or of course a woman) comments on my appearance, enjoy a bit of light spanking in the bedroom, get a brazillian every 6 weeks and changed my name when I got married.
And then I want to bang my head against the wall when I hear woman say "but why don't people want to be regarded as a 'feminist'"