I've had a fan fic on the back of my head where the Borg start out as a small group exploring networked community like that, but some of the members are more radical than others. One believes that people need to be brought under collective influence in order to solve their social problems and sees individuality as a problem. However, when the more virulent form of the collective gets going, she becomes a hypocrite who refuses to subsume her own individuality to the collective while inflicting the same on everyone else.

That's why the Borg Queen seems so contradictory. She actually is.