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I've come to think of it like an 'exploit' in a social milieu that has increasingly come to resemble a zero-sum game, or whose nature as such is increasingly difficult to deny
In a sense this puts it in line with earlier phenomena like the 70s cult wave from which the most successful borrow their internal tactics. Except they didn't have the benefit of the (still largely undisturbed) legacy of satanic panic and hyperincarceration
