According to popular belief, the animatronics only try to kill you because they think you're William Afton and want to kill you out of their own rage, since they are the dead children possessing the animatronics and only seek revenge on the one that killed them, and as for Golden Freddy, he's the main character's brother, The Crying Child. That's why he says "it's me", to tell the main character, Michael Afton, that it's his brother in the suit.