Another iteration of the classic "when you look into the abyss, the abyss looks back at you" thing. The Japanese seem to really love this concept of how seeing is literally believing, and that belief/acknowledgement of their existence is what truly gives these entities their power, that can even manifest through cable TV like we see in this chapter.
In Ura Baito the author repeatedly plays around with this concept, where a character who is too dumb to comprehend the horrors around her end up totally immune to their influence and can even unintentionally manipulate them sometimes.