How or why Scott Adams went completely of the rails is perhaps something we'll sadly never understand. Was this opinions he'd always had, but suppressed, did he somehow become radicalized or was it perhaps medically induced, e.g. a stroke or something. It was incredibly sad to see him throw away his life's work and go down a path most of us at least hadn't foreseen and die having alienated his fans.
If you want an explanation for why he would try ivermectin for cancer treatment he had a lot of beliefs in that vein for a long time. I consider that tragic for him.
James Hoffman, the coffee YouTuber, had an interesting comment on how he tried to use that in one of his 90s barista competitions, but seemed skeptical of it now. Scott remained a believer.
Tl; dr: it's about adding a second layer to your communication which attends to the subconscious, not unlike art. It was originally for therapy, but unfortunately a lot of businessdorks in the 90s got into it and perverted it.