Here is my Bloomberg column on that question. This is not my central point, but it is the excerpt I have decided to give you:
There is the related possibility that QAnon’s main appeal is in the sheer complexity of the conspiracy itself, rather than the details. QAnon is often described often as a rabbit hole, offering users an initially simple story that gradually becomes more complicated. Some evidence suggests that conspiracy theories need to offer “uniqueness” to their adherents — that is, the promise of exclusive knowledge. The more complex and detailed the theory, the more likely that uniqueness becomes, and thus the greater the appeal. But just how big a factor is that?
Recommended. If you could do a factor decomposition on QAnon, which features of it really would matter to its adherents? (For instance, for most Christians I suspect Mother Mary holds much more appeal than John the Baptist, fine fellow though the latter may be.) I’ve been reading MR comments for long enough to know there is more here than might meet the eye.