Two psych points IIRC. 1. The first impression is lasting and is difficult to overcome. 2. After a long period of time, people remember the name, but don't remember what the person did - so it has a latent positive effect.

So you fabricate a lie, which people remember, and you take a hit when found out. Then much later, people remember you, but not what you did, so you get a benefit - but much later.

You need to come up with that lie quickly and get it into the news cycle first - the faithful will consume, regurgitate it, and it will be old by the time it's rebuked. But you created a first impression. After some time, the consumers will think of you positively.

So the Hortman's were murdered by a leftist because that lie made a first impression, which is lasting. It's important to get the lie out quickly. Because then it has to be OVERCOME which is difficult. I'll bet you that Dope, etc., still think the murderer is a leftie. But even if they don't, whoever told them that lie, is remembered positively but much later.