They hijacked Pepe!
(thebusinessjournal.com)
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Yeah, that's about right.
The reality is, however, that even if they were able to reclaim Pepe, we'd just replace him and all their efforts would go up in smoke. The primary reason Pepe is so potent has more to do with how Pepe pisses them off rather than Pepe himself.
The Throne is what we cherish, not the visage on the Throne. Depose Pepe, and another will rise to claim the Throne of Ultra-Based Meme Lord.