I think it's related to Reddit users who posted (very frequently!) on a counting focused subreddit (people literally post "1", "2" , "3" in sequence so usernames appear 50k+ times). Some screenshots and links in this Twitter thread: https://twitter.com/SoC_trilogy/status/1623118034960322560

Plus additional commentary here: https://twitter.com/nickmvincent/status/1623409493584519168 (in short: I think this situation is comparable to a "Trap Street" https://en.wikipedia.org/wiki/Trap_street that reveals when a map seller copies another cartographer)

I hadn't seen the Twitch plays pokemon hypothesis though (from another comment here), I wonder if it could be both!