First off: yes, it's real, and in fact, researchers have been able to use DNA to figure out when (~1870-1890) it became less common.
They lived in sparsely populated areas and often socialized very little outside the family.
But it was also considered a valuable way to concentrate wealth within a family - and, for planter women, a way to avoid losing the family name in marriage.
Even at this time, people understood that kinship marriage could cause birth defects and developmental disabilities.
Multigenerational kinship marriage is hard to study, but likely worse.
Not because their tastes changed. Because after the Civil War, planter families were scattered, with many members moving north or west for work. Commodity prices were depressed, rendering their plantations unprofitable.
Their culture didn't suddenly change, economic incentives did.
So, these guys who don't think incest is so bad today?
Likely descendants of incestuous planter marriages, who still don't think it's so bad to "keep the name in the family."
Some did (especially in very rural areas) but it wasn't a cultural custom in the same way outside the planter class.
And they KNEW it hurt their kids.
It's about resource hoarding.
They choose spouses, candidates, and policies based on who will help them concentrate their money within the narrowest circle possible. Avoiding sharing is their central political philosophy.