I get what he's saying....but it's not just about the "money being spent"
it's how that money is deployed. With social media......having Elon control the algorithms, having right wing money behind the likes of balleralert, shaderoom, saycheese, akademiks, tate, etc. Even if it was just 500k. That is gonna be way more effective in the propaganda/information war than putting money into phone banks, text message, a ground game, hollywood celebs, NPR-style podcasts, etc.
And even if they wanted to put money into social media, 10 most of the major social media is run by people who are not your friends (Iger, Murdoch, Zuckerberg, Musk, etc) From CNN to iHeartRadio to Twitter/Instagram.
And even worse 2), you can't really run a parallel to the messaging/packaging that cats like Andrew Tate or Akademiks. It's easy to digest what they selling, and it's entertaining and to some "cool". The closest thing you got in terms of popularity to that is Jon Stewart.......and you can't really soundbite Stewart, and even if you did he leaves with "logic".....Tate/Akademiks leaves people with "feeling".
"Men put logic over emotion" has always been a myth. Kevin Samuels flat out said it's easier for him sell frivolous divisiveness to people, that is what earns money and attention. Humans prioritize and "accept" emotion over logic across the board. It takes less than 5 seconds to tap into someone emotions. You can simply do it with a headline "Transgender defeats 13 year old girl in kickboxing match", 95% of people don't won't read the article or see if it's even true. The emotion is already evoked and will last even if debunked.
Using 2020 as an example, Biden was an ass candidate. But people were emotionally charged from the summer of 2020 (and maybe COVID).