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Because the goal is power via organizing and political pressure
The mass protests serve many goals, not limited to recruitment, narrative driving, social pressure, cementation of certain ideas, influencing corporate + govt policy.. and yes the organizers are paid by 501c3s / other means.
This does not mean every person holding a picket sign is paid, but the people who have a rolodex of 2000 people that they can have half of those appear (w/ friends) @ 5 o clock on a Friday, w/ instructions and tactics are.
