You remember the circus and it's merry mix of multiflavoured avatars? I had a theory when it showed up that Fenix was sponsoring people to be avatars of numerous different entities and in doing so making sure they'd follow his commands, since he tried to get Jeff to throw in with him and embrace the Spiral.

It's just a theory at this point, with no definitive way to prove it, but... It would certainly fit, wouldn't it?