The image I have in my head is less LOTR defenders or David(s) vs Goliath, and more of a horde of zombies that broke through a barrier and jumped some guards, but are about to be mowed down by a well-armed group behind a barricade. This isn't going to end well for the retailers - but hell if isn't sending a message.

Also the collateral damage is going to be more interesting to follow than the financials themselves. Already Discord and RobinHood painted themselves as enemies of the people - whether this was their least bad option legally, or they were influenced by Wall Street is immaterial - it's already viewed as the latter. Couple that with other high-profile bans by social media platforms this year (and it's not even February!), and I can see a lot of regular people all across the political spectrum who feel abused by big, rich companies. I think the last time we saw this kind of energy on the Internet, it led to Scientology protests, Occupy WallStreet and the Arab Spring...