He's big on the russian internet and social media as a anti-Putin guy. Makes slick videos with american NGO money, that sort of thing. People were surprised he was allowed to run for mayor at all, even though he ate shit, so that's where he got is 'activist cred.' He's not really that popular though outside of the internet, but now he's basically the face of the "illegal opposition" in Russia (I use that very losely, it's not really a organized group just hardcore anti putin people). He's more of a focal point for most protesters than a leader or anything. Most russians probably think he's stupid for working with the Americans.