Most people believe that H.P. Lovecraft was a racist, basing the monsters in his cosmic horror story on his fears of a modernizing world and prejudiced views on other races and cultures. However, the public is foolish and naive. The creatures such as Shub-Niggurath, Yog-Sothoth, etc, exist in an outer dimension. They used the weak willed author as a conduit, influencing his mind and writing while making him believe that it was he who was coming up with these ideas.
The gods feed on belief, which helps them to grow stronger. The more people are aware of them, the more powerful they become. By use of his writing, the knowledge of these gods has spread to the corners of the world. Soon, the gods will be strong enough to cross over into our world and enslave us.
However, the stories about them are contradictory about their histories. They appear in one way in one story and appear entirely different in others. They have conflicting histories and abilities, and there seems to be no clear pantheon with a consistent heirachy or range of power for these beings. This doesn't bode well for a mythology which wants to encourage belief or worship when they eventually cross over.
What would gods gain from this constant inconsistency?