Some of it is driven by grift (gold coins, prepper supplies, assault weapons...) Some by political opportunism. Some by nihilistic accelerationism.
Absolutely none of it is a genuinely organic spontaneous bottom-up movement.
That turns out to be one of the worst things about the Internet. It just doesn't amplify culture. Bad actors with significant resources can use it to steer culture.
Any billionaire can seed a political movement now, and significantly influence elections.
That's a ridiculous amount of power and it has absolutely no democratic oversight.
To an extent that's always been true of media ownership. But where early 20th c. print was very much print-and-hope, with the Internet you can get almost instant real-time feedback of how an influence campaign is doing. And if it's not working you can adjust it to order.
At some point soon this whole process will fully automated, with AI running bot farms, creating content, supervising and steering forums, and collecting and personalising prospect details, all without human participation.