It's keeps the "journo" crazies confused as hell about who or what Qanon is or is not. Some of the worst reporting on any topic ever. Always has 1) a tenuous link to some event which could have been a bad thing but wasn't really a big deal and 2) a Mockingbird-coordinated Qonflation with a random boogie man to give a face to Q.
The cabal was trying for weeks to get Q to drop them fresh info about what the hell was happening as their Russian Fantasy Failboat was being flipped over and going down and the rats got desperate.