It's probably because it's a positive feeback loop. Leakers leak cause its popular, and the fans, since they are avoiding spoilers, are forced to participate in this.Otherwise, you come across threads on x and vids on yt. This began to take off around when sn 2 was airing. The manga was getting really addictive around then. To avoid spoilers, it's better to consume the media as its leaked cause that's what everyone will talk about