It's basic human psychology.  When the anti-X people you see are insufferable cunts, they make X look much better than otherwise.    I read The Turner Diaries and strongly disagreed with the protagonists.  Antifa are doing an amazing job at selling Nazism to contrarians who were utterly repelled by the real deal, just like how televangelists are better than anyone else at making "secular rock music" sound dark and edgy and cool. Exhibit A: reading Janice Raymond's The Transsexual Empire makes the reader want to be pro-trans just to spite TERFs like Raymond.  Seeing people like Mx Nillin and Dave Muscato makes the exact same reader want to be a TERF just to spite the "my beard doesn't make me any less of a woman" AGPs. A corollary is "do not do this cool thing" greatly increases the appeal of doing This Cool Thing.  DARE/Red Ribbon programs resulted in increased drug use among California students.  Likewise, "scared straight" programs are the only intervention that actually increases juvenile recidivism rates.