They control the narrative by controlling the opposition and play both sides. Misdirection (away from talking about their activities) and projection (accusing the other side of doing the exact crimes you are doing) are part of the games they play. See also: pilpul.

While Rogan has historically been controlled opposition (much like Elon, for example), I think he's flipped. We can't have The Great Awakening without talking heads on our side saying the right things at the right times and using the Streisand Effect to it's fullest.

edit: https://files.catbox.moe/4ww9ux.png