I think the push is to get a narrative going to paint "Qanon" as a cult which has very negative connotation in our culture. Think Jim Jones.

From Wikipedia:

'In the English-speaking world, the term cult often carries derogatory connotations. In this sense, it has been considered a subjective term, used as an ad hominem attack against groups with differing doctrines or practices. As such, religion scholar Megan Goodwin defined the term cult, when it is used by the layperson, as often being shorthand for a "religion I don't like."'

Further description of a classic cult:

"Al-Qaida fits all the official definitions of a cult. It indoctrinates its members; it forms a closed, totalitarian society; it has a self-appointed, messianic and charismatic leader; and it believes that the ends justify the means."

I guess in their minds DJT is Fearless Leader. Whatever.

It is actually a pretty decent write-up for Wikipedia. But to circle back, the goal in my opinion is to create a negative association. Jim Jones was a scary man - the irony is how many politicians that have/had tremendous power in politics were close to him - Willie Brown, Jerry Brown, Dianne Feinstein. But they sure distanced themselves from him after Jonestown. Never trust the SF political machine - they have not changed. Remember this is where Kamala came from and she is their protege.