With each subsequent callback to dates and anniversary and the like, they believe the power of said number/date multiplies exponentially. Infinitely. They begin with certain numbers that have self contained power, and they plan events around them.

It's a "majik" that they have harnessed which they believe gives them increasing power through the universe. As a group, not individually.

They've showed us how they do it, but they leave out huge bits so we never quite get it.

For instance, "The Secret" is real, but the way in which you tap into that type of power was a misdirection. Usually when they introduce something to the public it's because someone, or a mass movement, has gotten too close to it and they put it out there to throw off the scent.

Butterfly effect, the secret and all of these things are actually tied into one giant majik practice.

Every person who knows it has been taught it since birth. In a lot of them, it's innate, and they couldn't explain it if they wanted to.

The people who become stars, and stay stars, have it. Sports, Hollywood, everything. They're related. You have no chance of becoming Brad Pitt or LeBron James because you're missing the key. Even if your were to get into either profession, they weed you out early on. Because they know almost instantly whether you are one of them