It's sad when you think about it, but in many cases they will even pay people to "create" theories in an effort to draw ad revenue to the site. Generally speaking, it's theories that you can easily poke holes in, but they use click bait type titles; or tie them into an existing established theory. One good example is the mostly defunct (there are some die hards that believe it) Fema "death trains" theory. The whole thing started as a click bait type article on one site that claimed to have quote "actual untouched photos" of the inside of these supposed prison cars. Though if you looked closely it was quite apparent someone had changed the image from color to black and white, and then crudely photo shopped in shackles and chains. The photoshop job was so crude, the person doing it had forgotten to even put shadows or scale the chains to the size of the car itself. (The chain looks vaguely like ship anchor chain.) The theory itself was quickly picked up by a number of other sites, who added to it considerably, before people really started asking questions. Such as "Wait, if this is a prison car...why is there a model of it available for purchase....and why do we keep seeing these things carrying automobiles?" Eventually, most of the major sites actually traced it back to its origin, and found that the whole thing had stemmed from a...let's say "less than reputable" site. One that was, at the time, known for having some of the most sensational articles; but no actual evidence or fact to back the articles up. (The site has long since gone down, but it was really out there. Theories such as government plans to implant microchips inside of pennies to track people with, and one that suggested that in a bid to take over the population, the government had created the idea of energy drinks, and some of the ingredients in them were actually mind control chemicals...)