Think about it. Most humans have a knee-jerk reaction to a hyper-aggressive person lecturing us on our faults. If an anti-smoking campaign is particularly grating, we'll give ourselves lung cancer to spite them. We need to think that our conversion was our own choice. This is why the most dangerous figures among the new white nationalist movement aren't the overt hatemongers who get all the media attention -- it's the ones who've figured out how to be subtle.
The media always gets this wrong. When they want to talk to a famous racist, they usually shove a microphone in the face of Richard Spencer -- you might have heard his name when he famously got punched on camera a few weeks ago.
But when you dive into the alt-right, the first thing you find out is that guys like Spencer -- the overt "We need ethnic cleansing" white nationalists -- are not that big of a deal. Mainly because, as we'll see in a moment, white nationalists know newcomers need a gateway drug. If someone you know is falling down the alt-right rabbit hole, there's a good chance you won't see them start with the swastikas and anti-Jew slurs.
For example, while Spencer is the doucheturtle who coined the term "alternative right," the online "journal" he runs is not widely read. He dedicates a whole sidebar to a "Red Pill" -- a bundle of his reading material intended to wake up white people from the liberal Matrix that has convinced them that other races are human. It features three articles which have accumulated slightly over 100 "likes."