It’s a cult and works on similar mechanics.

There’s a radicalization pipeline, where you slowly start with relatively small untruths, and over time it gets worse and worse. The farther you go, the harder it gets to admit to yourself that it’s all a lie. So they keep lying to themselves.

But these guys are just the paladins of incompetence, they are the multipliers. The vast mass of voters don’t believe everything, but they are consistently bombarded with shit. And some of it sticks, some narrative works on them, and they believe that.