Is it real and does it work? Undoubtedly, there are people who believe it works and invest a lot of resources in it, from businesses to political movements to governments (Russia and China, for example). We can see that disinformation can be effectively spread, and it seems hatred and other things as well. Arguably, we can see it to a degree in Facebook's and Google's (and others') valuations. We discuss it, from a different perspective, on HN regularly. But what are the technical details of this new tool: In what situations does it work and in what does it not? How powerful is it? How much does it cost? How does it work on a detailed level? What are the key components of this machine? Is anyone talking - we know it's done widely, so it seems that information about this technology should be available. (I'm not asking for speculation - we have heard plenty of that - I'm looking for actual technical knowledge.)
Another way of looking at it: Perhaps it's analogous to the Creel Commission - innovations in manipulation via a new communication technology.
For example, how did Amazon and others turn around Seattle's new tax so quickly and effectively? IIRC, it was widely supported and then public opinion reversed itself in a matter of months.