“QAnon has been described as “an unusually absorbing alternate-reality game” where online users play their imaginary roles as bakers, hungrily anticipating the puzzle of each new crumb. According to UCLA psychiatrist Dr. Joseph M. Pierre, this sort of virtual treasure hunt creates a form of conditioning called a variable-ratio schedule, where rewards are dispensed at unpredictable intervals. Like online gaming or gambling or even the erratic intoxication of when you’ll get your next social media “like”—that feeling that keeps you refreshing your feed—QAnon’s immersive experience generates a kind of compulsive behavior similar to addiction. In a cognitive analysis of QAnon for Psychology Today, Pierre noted that with QAnon, “the conflation of fantasy and reality isn’t so much a risk as a built-in feature.”