I think he resonates with so many young people today because he’s viewed (rightly or wrongly) as a symbol of what socialism was SUPPOSED to be as opposed to the “corrupt” oppressive version that we got with, say, the Soviet Union which turned out to be a worse clusterf(udge) than the runaway capitalism that it was designed to be the remedy for. Che is romanticized (see: The Motorcycle Dairies film) as a noble idealist whose assassination made him a martyr and is seen as the last gasp of pure, benevolent socialist ideals. He’s often held up as a counter-point to the oppression and brutality of Castro, but what’s equally as often ignored is the fact that Che, for all of his idealism, got his hands pretty dirty as well—as communism violently swept through Central America. Make no mistake, the man killed a LOT of people. The short answer is, the people that are big fans of Che and wear his face on t-shirts and buy his bumper stickers (which are both delicious irony) use him as a rallying cry against what they perceive as our society being a capitalist/puritanical hegemony run amok in the world.