The job of the "conspiracy theorist" in today's sociey is akin to a pro wrestling hype man.
A hype man in wrestling is a person who adds energy and keeps the crowd engaged by encouraging them to cheer and get involved. Hype men can be found in the stands at events, and they often face the crowd at key moments to urge them to participate.
Is General Flynn or McChrystal a face or heel? It doesn't matter, the best thing we can do is get people talking about them, because they can handle the heat and they open up the doors to new questions.