Why Do the Authorities Need the Max Messenger?

The campaign to promote the “national messenger” Max has gained unprecedented momentum and crossed every line — including in terms of sheer cringe. Bloggers and football players advertise it, while teachers and school students are pushed into using it through pressure and threats. All of this appears to serve one fairly obvious goal. What is it? And how can people resist this pressure if they work, for example, in the public sector?