It's sad to see some of these replies are missing the point of the article.
“[Now they’re] attaining publicity, but also creating their own content so they’re able to connect with supporters and disseminate their message without the interference or mediation of journalists.”
Exactly, and if they're able to alienate their followers from 'Mainstream Media' (scare quotes intentional), then they can essentially form an information bubble and present messages which will be essentially left unchallenged. They can probably publish anything they want so long as it's legal. And that's when the cult-like effects really launch into frame.