Because it is the west where individual fundamental rights replaced nationalism or Christianity as a leading religion. You cannot divorce fundamental rights from geopolitics as it would mean either resigning to do what's right or admitting that only western people have fundamental rights.My problem isn't that the idea of universal rights are applied inconsistently, but the fact that they are applied at all in the realm of geopolitics. It is only the west that elevates abstract moral concepts like human rights and democracy to geopolitics. Sure you will get stuff on Russian or Chinese state media about how badly black people are treated in America for example, but it never goes beyond shallowly dunking on them, and to make nationalist boomers feel better about their pensions getting slashed.
Ever since the abolition of the slave trade, the west has used flavour-of-the-month moral values as a cover for humiliating, punishing, or even outright destroying different countries. Even governments as innocuous and compliant as Barbados or Jamaica, where my family are from, routinely get this treatment in the press and from western politicians who visit them, and it drives me mental seeing something as patronising, divorced from reality and transparently chauvinistic as the "Freedom Index" get used to unilaterally determine whether a country should be subjected to western political pressure or not.
The basic quasireligious dogma that men are born equal and enjoy unalienable universal rights cannot be reconciled with existence of polities where fundamental rights do not exist at all or even have noticeable lower standard of protection. You cannot accept moral subjectivism while subscribing to the western notion of fundamental rights things because this would mean sacrificing the universality idea. They have their own ways is a very weak claim to justify violations of fundamental rights, especially when infringing on free elections and free press means that it is hard to accept or even ascertain what their ways actually are.
Is the west seeing non-liberal / authoritarian regimes as uncivilised? Probably. But if the notion of being civilised revolves around being a liberal democracy, it is pretty hard not to.