The band has been using that tagline for years now, on social media, in merch and in music videos. In 2013, Leto told The New York Times Magazine that it was "a joke, a response to journalists saying, ‘You have such a cult following.'" This is the first time, though, that the band has taken the reference to its most literal conclusion, even though they've been holding "summer camps" since 2015, and taking every opportunity to financially fleece their audience since the very beginning.

Thirty Seconds to Mars fans already collectively refer to themselves as "the Echelon," and are a group that seems overwhelmingly immersed not in music nerd-dom, but rather a more general sort of love for the community surrounding the band. The four-year-old video below doesn't bother itself with the band's music. Instead, it more closely resembles a commercial for a megachurch.