I would like to believe that they are simply pragmatic 
Is the world really turning into a good one?
Here's another block (although it doesn't answer the question as to why they are signalling so many things; maybe they just support all of those): Is the world really turning into a good one?
Anyway, good news, I think. As F2Pool is a very strong pool, they alone can bring Segwit signalling near 50% - and even some Unlimited supporters (Roger Ver) have stated that they would support it once it achieved support by the majority.
We shall see whether Ver is a man of his word or not. It is clear that the supermajority of users, experts, and companies (economy) are in favor of Segwit and/or against BU.