>>40889899 (OP)
O9A and 764 are NOT the same organization. Most of the leadership within 764 took aesthetic facets of the Order and incorporated it within the visuals of their group, but they were never truly adherents to the Sevenfold Way of the O9A. CVLT was slightly more true to form in that regard, but still relatively disconnected from the fundamentals of it.
Where 764 would excel was in their conveyance of image and the strength of their brand recognition. They were experts at staying relevant and consistently upping the ante to become more infamous, and thus newsworthy. This meant that more edgy, depressed kids and teens would want to see what all the hype was about, effectively signing up for much more than they had bargained for. When they would be made examples of by 764 leadership, their "propaganda" wing would make edits of the harm inflicted, resulting in a negatively self-reinforcing spiral of power, infamy, and overall harm to the extended community surrounding their group.
In circles like this, image and "clout" are everything, regardless of which ideology or spiritual groups that they draw inspiration from to stay relevant and thus remain within the news cycle.
