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all the stuff about them isn't actually a meme. they funded a project to spread exaggerated truths about them, so if and when any of those things actually came to light they could be easily dismissed as a joke.
it's like when you know you're ugly, so you make a silly face when you get your photo taken. that way you can say "haha i'm not really that ugly it's only because i was pretending". people would be less likely to mention it.
