How and why are the same, essentially! The nature of info, even when it's disinfo, is to travel. People who believe in Q don't think it's fake. They WANT to share it around. They think it's important! They think it's world saving! So of course they're gonna post about it on Reddit, and maybe Facebook, and then from Facebook Aunt Karen will see it and she'll tell Uncle Ted who will tell Grandma Pearl and so on and so on. And then it's also on Facebook and reddit to be shared to others, complete strangers, who might post it on Twitter, or Tumblr, or anywhere else. And it's not like Jim Watkins had any interest in keeping his audience small. He's making bank off of his qult!
As for the coup: a huge number of the terrorists were Q believers. A huge number of organizers were Q believers. They saw this as the moment of the Great Awakening. But, by and large, the reason I blame Q for the coup is that their ideas are infectious Trojan horses. I can't remember the exact number, but an overwhelming majority of Republicans believe in some Q beliefs. They spread, and they spread the ideas of insurrection even if Joe Smith and his rifle that wanted to shoot AOC didn't follow Q personally, Q brought him to the place where he felt empowered to do so.