CLOVERFIELDS Gets Weirder and Weirder

Apparently, the CLOVERFIELDS project (which is disappointingly not Star Trek), has some connection to the following sites:

http://ethanhaaswaswrong.blogspot.com/ <-- The Truth of Ethan Haas http://www.ethanhaaswasright.com/ <-- which is apparently some kind of puzzle game. After you "solve" the first sequence, you're treated to a grainy, spooky, little video from a guy who claims to be one of Ethan's followers and that you must be "one of us" if you are viewing it. "Everything has happened just as he said it was...and then there's the predictions of the future..."

It's only rumored that these are connected with the CLOVERFIELDS project, but no one (except for maybe J.J. Abrams and Paramount) knows much else other than there appear to be a few references to... ugh... H.P. Lovecraft.

Could someone please explain the fascination with Lovecraft and his many-tentacled abomination? Lovecraft was a horrible writer. Is it like the "pirates and ninjas" thing? Is it just one of those inexplicable internet-anomalies that pops up and grabs a hold of LOLing freaks everywhere to construct flash animations, webcomics, and poor blogs around? I'm not asking it rhetorically, either - I'm genuinely curious.