They have been perfecting their message for years in the background. I've watched it start as a very left wing thing, then they discovered that the "freedom" message really resonated with the right wing libertarians about 10 years ago. They have been spreading in that crowd since.

Make no mistake, they don't care about you or right/left wing. It might be right wing this time around, but only because they are still looking for a message that will appeal to the left wing as strongly.

The biggest spreaders seem to have a supplement store. Follow the money often works very well.