The New York Times Magazine recently profiled video editor Josh Owens who offered a revisionist take on Infowars.com’s conspiracy theory celebrity Alex Jones. Slate‘s Aymann Ismail was more sceptical of Owens’ subjugation claims. When I worked for the former Disinformation website its publisher sought (unsuccessfully) to negotiate a book deal with Jones, earlier on in his career. This poses an intriguing counterfactual: what if the ‘meme warfare’ subculture surrounding Jones and conspiracy theories had been more liberal than alt-right in nature? How would that have affected the 2016 United States election outcome?