3. Keene’s original plan was convoluted, but it makes sense
Throughout the series, the 7th Kavalry’s ultimate goal became gradually more clear. Keene put the cops in masks to somehow help himself get elected president–a plan that took shape even as it transformed due to the revelation to the 7K that Cal was Doctor Manhattan in disguise. It’s fairly convoluted, but the way Lindelof explains it makes sense:
“Keene’s ambition is creating some kind of culture war…the 7th Kavalry starts to exist independent of Joe Keene [because of reparations]. Joe Keene doesn’t start the 7th Kavalry. So he’s the junior senator from Oklahoma, and he sees that this reparations legislation was passed, now the 7th Kavalry is starting to exist, and he starts to see, ‘OK, well, this right-wing terror organization of white supremacists, there’s a little bit of overlap in our Venn diagram of beliefs. My father, Joe Keene senior, was a member of Cyclops,’ and there’s this feeling of like, ‘We’ve had to hide our faces, and now the 7th Kavalry is out there making a point of this.’ At the same time, he’s pro-police, Joe Keene. So it’s sort of like, ‘I identify with both the bad crazy racists in masks, but also the cops. So in a perfect world, I’ll be able to control both sides. And the best way for me to control both of them is to put them all in masks so you can’t tell the difference between them anymore.’
“You know, look, I’m the first to say that this logic makes your head spin a little bit, and as Keene is revealing his bad guy plan–which is a trope of the genre but also a trope of Watchmen…Keene even says something to the effect of like, you know, ‘I’ll admit it’s, you know, it’s a little harebrained.'”