Keep this in the front of your mind.
M.Q. owned the site, Riprite. He and his friends organised to get rid of some of the top writers and steal their work. The work of those writers would earn revenue to fill their pockets.
This was real and true.
Users of Riprite, users who knew nothing of the plot, were defending M.Q. and the site against the Writers who had been victimised.
M.Q. and his Shills felt they had walked into the Twilight Zone. They were ripping off their users, and the users were defending them!