It's how insular groups / cults work. The group looks for converts, so people who are normally isolated and rejected feel welcomed, and group members try to be

It's how insular groups / cults work. The group looks for converts, so people who are normally isolated and rejected feel welcomed, and group members try to be welcoming. Members adopt a progressively more weird lexicon and lifestyle, so they find it harder and harder to make connections outside of the group. These two dynamics lead to a very hardcore membership. It's like why hare krishna have to have funny haircuts. Plus people don't tend to get into radical politics if their life is going great, so a lot of the people predisposed to neo-nazi stuff are also predisposed to be love-bombed by a proselytizing group.