Most of them have never been in our situation, and cannot fathom something that they fundamentally have no lived experience with.
Secondly, we live in a very disconnected and detached world that at its core values individualism rather than community. It is quite easy for someone to say they love you, it is another matter entirely for them to prove this sentiment is sincere.
Many people will live a life of isolation, especially if they lack family members and do not form social groups during school or university. Those people crave love, acceptance, and validation, yet are often met with the proselytising sneers that they, "haven't worked on themselves enough to be able to have friends." or "don't love themselves enough to garner respect from others."
People are taught to blame the individual rather than to analyse his situation or the circumstances that underpin his current predicaments. A person's character is an easier target for an attack, rather than a system of values and beliefs, technologies, institutions, and cultural norms that tell people they must be self-reliant, and anyone who doesn't follow the life script is bad. They harp on about personal responsibility and how a person's bad choices resulted in their depression, but rarely do these people make any sort of altruistic effort to help others or guide them towards some sort of recovery, they say their hedonism and happiness is more important than "babysitting" someone. That is where the truth of the matter lies, they find the suffering of others to be inconvenient and would rather pretend like they did a good deed by blabbering lines off the hotline site.
I don't believe those sorts of characters when they say they love suicidal or disparaged people. If they did, they would be showing it with actions and not empty platitudes.