Nobody knows for sure where it came from, or who started it, and it’s even unclear who owns it. And it’s not as nuclear as “The Dark Knight Rises” (or the documents the FBI seized from Mar-a-Lago).
But it threatens to co-opt, and possibly even neuter, the rightwing “Brandon” meme. Which, I guess, makes it a counterattack in the meme wars.
If I’m not making sense, then read the story here.