There's about six examples before you posted - it's about the victim mentality and the conspiracy attitude.
And they DO have a victim mentality - as in scientifically - that's nothing to do with Hillsborough, it's about everything to do with that club. Just spend five minutes on RAWK to see it in action.
http://en.wikipedia.org/wiki/Victim_mentality
They've actually developed a cultist attitude about victimisation too.
They honestly believe everyone is out to get them - e.g. Alex Ferguson runs the FA, Howard Webb and Ferguson are gay lovers (being serious, I've heard that one and they weren't joking), Suarez is being hounded out of the country because Alex Ferguson is scared of him, Dalglish was victimised by the press on the behest of Alex Ferguson when he came back, they get no refereeing decisions because of bias against them etc. etc. etc.
Any criticism of a player is deflected away to someone else, as mentioned earlier. Suarez dives, but to them it's because he was fouled but the camera was at the wrong angle, or it was a "delayed reaction" or, if pressed hard on it, it "wasn't as bad as <insert player here>" or they'll talk about another completely separate issue ("what about Huth?")
Then you have Suarez/Evra - which I don't even need to go into. If that's not a clear example of always being a victim and never acknowledging blatant fault then nothing is.
There's loads of reasons why the chant "Always the victims, it's never your fault" sprung up - but it's mostly to do with the fact they believe they're always the victims and they never believe anything is their fault.
It has absolutely nothing to do with Hillsborough - it may have been hijacked for that reason (more than likely from LFC fans who hate it being sung at them) but it did not start out that way at all.