you know when you're telling a story about what THEY are doing? well, who ARE they? I don't know either, so i've named them... or at least their leaders.
years ago, I ran across the writings of a man who'd figured out numbers were very important to THEM. and he had some good points. the only problem? boy, are there a lot of numbers in the world! so, he was kind of... well, he said some odd things.
he had a clear idea of who he thought was doing whatever. he called them the "clums" this was an acromyn. since I don't remember what it meant (although I do remember not being entirely convinced they existed), i've renamed them slightly...
"klums" in honor of heidi klum who is involved in a conspiracy to put on amateur fashion shows. she also has conspired to hawk various products such as bras and cell phones. she does this via campaigns devised by a cabal of advertising and marketing people.
I also added the "masters" part to the name to indicate these are people with some sort of knowledge and power. they are capable of planning stuff and getting minions to do their bidding.
I have a lot of fun blaming things on the klum masters (since my version probably does not exist anyway). plus, it sounds better than just saying "they".
"they" don't sound impressive. "the klum masters" sound like they can get some things done.
I don't really worry if some things the klum masters do are unlikely to be the work of the same people. the concept of the klum masters if as fluid as it needs to be. who can fathom the minds of such individuals? maybe it does all go together and we just don't get it.
in fact, if they do exist, I really don't want to know about them. that's how impressive they sound.