About 20% of the world's population suddenly wake up with the ability to control others. Exactly how they do it varies, there's a number of categories - some have simple psychic abilities that can compel physical obedience without actually interfering with the mind, some can use any swinging pendulum-like object to bring people into a hentai-level trance, some can project entrancing subliminal effects while performing some act like eye contact or dancing, some even get ideas for how to build techno-magic-bullshit mind control rays or entrancing patterns on screens. This "gift" grants resistance to the effects of other controllers, and occasionally will be inherited. A few "gifted" can transfer their control by having their victims control others for them.

About 90% of the population is rewritten mentally to find the idea of being controlled by one of these "Gifted" extremely hot and desirable. They aren't aware of this until confronted with the prospect of actually being controlled this way - even when told about it by someone else who has experienced it, they won't realize their true feelings, unless that victim is extending their master's control. They may, however, become aware of it early if they are already submissive and/or would consider that hot normally, before the rewrite.

Those two groups can and do overlap.