In the Shrine World, each death resulted in the loss of a portion of one's memory, which mostly merged with the Shrine World, until the player eventually lost all memories, becoming just another passerby within the Shrine World.
Normally, this was true, but something was clearly wrong with Fu Sheng's last shrine. The traces of consciousness of Dream and several other Paradise Managers weren't completely erased and were affecting the operation of this Shrine World, with each one having their own plans and strategies.
If the Shrine Memory World were likened to Fu Sheng's brain, the current situation was akin to multiple split personalities fighting for the position of the main personality. The moment the true main personality appeared, all the sub-personalities would be completely erased, forever disappearing from the mindscape.