In 2020, as for so many people, things shifted for Jessica Reed Kraus. A southern-California based lifestyle blogger who got her start writing about motherhood, Kraus felt dubious about COVID safety measures and vaccines, and disaffected from mainstream liberal politics. With her photogenic world upended, she wanted to talk about natural immunity and her objection to “vax cards,” she later wrote, and how they would “eliminate portions of society from general aspects of life.” When she did, she wrote that she was branded “an anti-vax Qanon nutjob which made me overly defensive.” Kraus has a million Instagram followers, and her Substack is top-ranked in the platform’s culture category. The pandemic ushered in a new focus, a transition from posts about decorating her gorgeous Southern California home—once featured on Martha Stewart’s Instagram—and her Etsy business helping others make similarly tasteful purchases; the most popular items were canvas teepees for children.