[Swizec]

To put my cynic's hat on: All young people, men especially, look for a sense of purpose and belonging. Militaries have exploited this for eons. Governments exploit it for propaganda. Gangs exploit it for recruitment. Fringe political groups lean on it. Religions use it. Cults are crazy good at it. Brands use it all the time to sell us more stuff.

Really, a modern future unicorn is just using that same cult/religion/government/brand playbook. Often unknowingly. It happens to work best on the young.