I think the main incentive for disinformation is financial. Advertising money goes to the media content with traffic, and pushing the conspiracy theories generate it. Once you start watching it, the online algorithms start feeding it to you nonstop. I relative has gotten wrapped up in it and sent me a few links to look at. They were complete garbage, but similar themes popped up in my “suggested” feeds for a few weeks. I think it our problem cumulative effect of deliberate disinformation for profit, the victims/believers spreading it, and the algorithms amplifying it to a frightening degree.