For much of its devoted fanbase, Birds Aren’t Real is a respite from America’s political divide—a joke so preposterous both conservatives and liberals can laugh at it. But for a few followers, this movement is no more unbelievable than QAnon, a right-wing conspiracy theory turned marketing ploy that holds that someone with high-level government clearance is planting coded tips in the news. Therein lies the genius of Birds Aren’t Real: It’s a digital breadcrumb trail that leads to a website that leads to a shop full of ready-to-buy merchandise.

The creative muscle behind the avian-inspired conspiracy (and thinly disguised marketing scheme) is 20-year-old Peter McIndoe, an English and philosophy major at the University of Memphis in Tennessee. McIndoe first went live with Birds Aren’t Real in January 2017 at his city’s Women’s March. A video from the event shows McIndoe with a crudely drawn sign, heckling protesters with lines like, “Birds are a myth; they’re an illusion; they’re a lie. Wake up America! Wake up!” The idea of selling Birds Aren’t Real goods, he says, came after the stunt gained traction over Instagram.

Noe get the taje of the Audubon society, eho thinks birds are real. Which theu probably are but the internet is a fun place to explore.