Narrative Warfare: To Shut The Gates, Purge The Lifestyle Branding

The Pundit talks about Fans of the Brand, D&D-as-Lifestyle-Brand, and why this is how SJWs converge cultural niches.

If you want to see this going on in real time, Stupid British Toy Company's SpaceMace 39K has an example for you:

Well, this is disappointing (source: Horus Heresy 2.0 core book) @WarComTeam @BitsHammer pic.twitter.com/Nv1hDblPHE

— Comrade Dreadful (@Mr_Dreadful) June 18, 2022

That's in reference to the rulebook for the recent Horus Heresy boxed set meant to play out said seminal lore event.

Go read the replies- all of them. You'll find plenty of poseur Death Cultists whining about Muh Space Marines. If you want to know what this is about, I have a summary that I'm taking from a Discord conversation about this:

It's simply a power fetish. They need fantasy to affirm that their existence is moral and right because nobody else will, not even reality and the law of nature will.

This is correct, it is a power fetish, and it points to how they view what they converge. It's all about status-signalling and idol worship, and in SpaceMace 39K the Space Marine is the face--the icon, the idol--of the brand. There is nothing higher in status, in real world terms, within this brand. The proof comes in the Death Cultists' attempt to steal the brand's iconography; they constantly gravitate to Space Marines, specifically to Ultramarines (again, face of the brand), and they don't care about the lore at all. Lore, in their minds, is nothing more than fictional history and they can rewrite fake history as readily as they do real history.

They only care about posing and fronting about the brand because they want to loot and consume the cultural and financial capital that it has. The assaults upon this brand show all of this in action, and the company's leadership is already compromised so the Cult senses blood in the water. This is a relentless campaign, using pressure and subversion, and without exposure and determined counterattacks--without purging--they will win in due course.

In short, if you want to know what Genestealers are like, here's your proof. You know what to do about Genestealers.

You do this by not letting them "form a community" (i.e. a cult), by not letting them poseurs, by forcing them to play the fucking game AS WRITTEN, LORE-COMPLIANT or kicking them out and you mercilessly mock them and punt them from everywhere. They're moralizing at you, so return it sevenfold and don't be afraid to call them heretics to their face.