I think the logic is Pol didn't need to reach the masses, the masses only consume content they don't create it. You only need to radicalize the few people who then go on to be the 1% of people commenting and posting.

There's an old joke that 9gag* only reposts stuff from Reddit and Reddit only reposts stuff from 4chan and 4chan is the origin of all meme culture. This joke was widespread enough to reach myself and my friend group back in the day, even though none of used 4chan or Reddit.

If you radicalise the 0.01% of people who are prolific meme creators, you radicalise the masses.

* I did say old...