They couldn't before because public would be sensitive. Now with checkpoints everywhere, NSA spying, cavity searches, homeless people beaten down to death by cops getting away with it, DOJ declining to investigate bank scandals, IRS, Benghazi, Fast and Furious, they do not need logos with pink teddy bears and stills of a happy family holding hands with smiling children on the beach. The majority of public IS already got used to this tyranny. Coming forward with less PR is a next, obvious and logical step. After that: huge military boot on your face!
These definitions coincide with the terms which, since Greek antiquity, have been used to define the forms of government as the rule of man over man—of one or the few in monarchy and oligarchy, of the best or the many in aristocracy and democracy, to which today we ought to add the latest and perhaps most formidable form of such dominion, bureaucracy, or the rule by an intricate system of bureaux in which no men, neither one nor the best, neither the few nor the many, can be held responsible, and which could be properly called the rule by Nobody. Indeed, if we identify tyranny as the government that is not held to give account of itself, rule by Nobody is clearly the most tyrannical of all, since there is no one left who could even be asked to answer for what is being done. It is this state of affairs which is among the most potent causes for the current world-wide rebellious unrest.
As usurpation is the exercise of power which another hath a right to, so tyranny is the exercise of power beyond right, which nobody can have a right to; and this is making use of the power any one has in his hands, not for the good of those who are under it, but for his own private, separate advantage. When the governor, however entitled, makes not the law, but his will, the rule, and his commands and actions are not directed to the preservation of the properties of his people, but the satisfaction of his own ambition, revenge, covetousness, or any other irregular passion.
Tyranny is content with lawlessness; total terror replaces the fences of law and the lawfully established and orderly channels of human communication with its iron ring, which links everybody so tightly to everybody else that not only the space of freedom, as it exists in constitutional states between citizens, but even the desert of neighbourlessness and mutual suspicion disappears, so that it is as if everybody melted together into giant being of enormous proportions. This too does the for a totalitarian environment so well prepared vernacular express in its own way when it no longer speaks of "the" Russians or "the" French, but tells us what "the" Russian or "the" Frenchman wants.
"Elemente und Ursprünge totaler Herrschaft" p. 682
If you want a tyrant, create anarchy.
Once you understand that it isn't as easy as saying "its just the system, man"... you understand that the path to liberty requires maintaining these institutions and guarding them from corruption.
Absent the institutions we have tyranny.
Absent moderation of the institutions we have tyranny.
You have to moderate them. Its not easy. Its really hard. And while you are doing it many players will whisper in your ear to pervert them to service one end or another. But those roads all lead to tyranny.