A friend alerted me tot his quote from an article by Sarah Maslin Nir in NYT:

'“Good protests always have to think about how they look,” Ms. Byrne said. “It’s all about the meme.”'

Read the article here.

Also protest are about the looks. Whether this makes the protests less or more effective is something to be discussed. Spreading the meme, that's what revolution and counterrevolution have in common.