As far as I understood, Brightwood is a program that the influencers signed up to, (though some were created for it) which is like an online Alternate Reality Game (ARG), to stop/reduce mankind from committing murder. They are programmed to fully assimilate into the world. Maybe they were criminals and this was an alternative to prison/death, or maybe it was just for views. I may be very wrong, but regardless, I love this story! The way it weaves back and forward is excellent. Can't wait for more! (⁠✷⁠‿⁠✷⁠)