I think you're completely correct about it being 100% unclear just how big the audience for this crap is. One of the reasons I've been fairly resistant to the idea of writing more stuff like this is that I don't consider talking to the left to be particularly useful.
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I mean, I'm not going to watch a christman stream, but if the grill pill is that most people want to grill, then he is correct insofar as about 99% of people on the left join the left to socialize and be part of a subculture. They don't want politics, they want community.
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It's in fact only when you start getting non-leftists interested in a political project that you can go from catastrophic >99% attrition down to something more reasonable, like 50%. Attracting "normies" isn't about aesthetics, normies are the only useful people you'll have.
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