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If you ask multiple preppers what they're prepping for, you get multiple unique, vague answers. This tells me that they're paranoid and frightened generally. I'm sure they're a marketer's wet dream.
We have some family members that fall for every one of these delusions. They went crazy for Y2K, always talking about some impeding economic catastrophe, Mayan calendar and occasionally latching on to some apocalyptic prophecy from some basement church. We know when they're onto something new when they start sending over jugs of water and pasta. This has been going on for twenty years at least and they still don't see the pattern.