Those tweets are marketing tweets. They don’t engager his success; they are central to it. Rufo uses them to brand himself a master strategist; the news media uses that brand to justify taking Rufo seriously and behaving the way he wants them to.

The irony here is that Rufo is merely saying that which liberal media critics have been saying for decades: The news media regurgitates right-wing BS regularly. When we say it as criticism, we get eye-rolls. When Rufo says as statement of intent, they proclaim him a genius strategist.