They squarely target teens and young men who don't know anything yet.
And they overload them with smart or cool sounding bullshit at such a high rate and form networks of similar minded "influencers", so they can cross reference each other pretending what they say has any validity.
And as this article states, they are great at warping factual information to fit their fucked up views.
Unsurprisingly, people like Tate are very high on the narcissism scale, these people tend to be dumb as dirt, but master manipulators and charismatic towards their target audience.
You and me look right through that facade, but impressionable young people don't always.