Are you familiar with the concept of
Too Cheap to Meter? Think spores. Most fungi don't bother doing much if anything to make sure their spores get to the 'right' place. They just make billions and billions of them, release them everywhere, and trust that at least of a few of them will find their way to the right spot.
That's what we're starting to see right now. Disinformation and propaganda campaigns have been with us for all of recorded history, and probably much longer. Heck, much of our earliest recorded history is
literally propaganda. However, up until now, such campaigns have been relatively expensive. That didn't stop them from happening, but it did mean that they were
targeted. Clearspira's question would apply: there would always be something meaningful to gain from a campaign, or it wouldn't happen.
Thanks to technology, that's changed. A bot can pump out the BS non stop for only a couple of pennies a month. Plug a server farm of bots into an algorithm that gives them a certain goal, and
all kinds of strange things start happening. Even the smartest eggheads can't predict where such experiments will lead.
Facebook abandoned an experiment after two artificially intelligent programs appeared to be chatting to each other in a strange language only they understood.
If you're a Russian propagandist, then you're pretty happy if you can just sow chaos. Sure,
ideally you'd control it somehow, but just generating it more than justifies your existence. I wouldn't be at all surprised if no human ever intended for TLJ to be part of anything. It just ended up getting swept up into the algorithm by a bot, and like ants following a chemical trail, others soon followed.
Meanwhile, very convincing, very cheap artificial video is coming.
Soon. The world is about to get
very weird.