What you might not realise is that the memes are just his marketing campaign - how he actually makes his money is far darker.

Wolfe has many revenue streams, and the pretty pictures and cool videos just serve to drive people to his page so he can get on with the real work of selling to them. A tried-and-true business model for the social media age.

The nasty part is not just what Wolfe sells, but how he pitches it. He has a simple three-stage strategy:

Farm the followers: get people to follow your social media profiles by posting “shareable content” such as memes, inspirational quotes, cool videos, that kind of thing. Scare them: tell them half-truths or even outright lies to have them frightened and vulnerable. Sell them the cure: “helpfully” point them towards products that you sell or get cutbacks from. Enjoy a comfortable life while your customers live in fear.

We already know how he builds his following, so let’s look at the next stage…