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While most of us feel like billionaires owe us something (see: the California Billionaire Tax, heading to ballots this fall), many people apparently feel like they owe something to their favored celebrities. Millions of people have joined the ranks of fan clubs like the Rihanna Navy, the BTS Army, Ariana Grande’s Arianators, Justin Bieber’s Beliebers, Beyoncé’s Beyhive, and so on. The paramilitary-esque branding of these groups is not accidental. These are the folks writing guides on how to inflate BTS’s streaming statistics, issuing death threats to a music writer who dared to give Taylor Swift an 8.0/10, and enlisting themselves as copyright police when an Ariana Grande album leaked early, hunting down and flagging links to the pirated music so it wouldn’t hurt her advance sales. As the author of that BTS guide put it in an interview with The New York Times, promoting her favorite band feels like “we are also promoting our own voices, our own struggles, our own hope for a better world.” This has got to be the greatest marketing coup in history: convincing fans that they are “promoting their own voices” while they are helping a record executive afford his second yacht.