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Think of 4chan like a gigantic decentralized modern art museum, that has very few rules about what makes good 'art'. In fact, people are even free to duplicate other peoples' artwork and mutate it into something else entirely, resulting in the continuous evolution of innovative content. Pepe is a common leitmotif that runs throughout the ouevre of many 4chan 'artists', and is constantly reused. And yet, most of these Pepe pieces are completely tame. However, since the rules are very lax at this museum, some pieces of art do indeed shock the average observer. Including some that feature the Pepe motif. But that's art for you. What the mainstream media and now HRC's campaign have done is point to this small minority of shocking pieces and declared the entire museum, all the artists featured there, and all of its visitors and patrons as racists on the basis of only the shock art.