Internet meme turned (potential) real life flash mob.
"Everyone go to Area 51 -- they can't stop all of us" essentially.
As to if it's just internet cranks, the US military shifting views, or aggressive, foreign AGI-PROP is debatable. My money says it's a distraction, but I don't know what it's a distraction from.
Can you imagine if these people decided to, say, storm immigrant detention centers, or abusive corporations... or anything that productive in a meaningful sense?