This whole Black Rifle Coffee imbroglio is... something. It's not exactly a shock that a business wants to make money, nor that their marketing isn't unvarnished truth. It's the sheer staggering *scale* of the discrepancy between who they sold themselves as and who they *are.*

It's one thing for $Megacorp to release a virtue signalling ad. It's quite another to discover that a relatively small company which obsessively built it's *entire brand* around things loathed by the current sociopolitical American elite was actually *part* of that elite.

There's always been a "right wing market" and a cottage industry of businesses that cater to it (the big ones have enough market share that said market can't avoid them that much even if they wanted to.) So nobody even thought to question that these guys were legit.

It's one thing to see yet another company instinctively duck and cover - even though we all know it's a mistake, we also know who has the real power; so the reflex is understandable.

It's quite another to find out they hate you and have been fleecing you the whole time.

There is a Word for the dynamic we've glimpsed; this level of double-dealing, of inner versus outer circles and the use of narratives to control the proles. It's an entire different paradigm of social existence; one so alien we can scarce guess at the scope... at first.

Once again, we have to remember *why* everything the radical left does is weaponized projection - it's only because they only know *their social paradigms.*

Ever thought that their psychotic, obsessive purity-testing might not be *just* purely ideological?

Me neither.

We're going to have to take a lesson. To increase our cynicism, suspicion and paranoia by an order of magnitude. Or two. Or three.

If we don't start working to grasp the true scope of what we're up against, we'll never mount a defense against it. Never.