The ground under them is moving and at a slope, and they have momentum moving them down.
Imagine someone trips on a hill. They were walking down the hill, so they had momentum in the direction of the fall, and gravity is pulling them down the hill. They will slide, but eventually be able to orient themselves to get back up. But also, the hill is experiencing an earthquake, so getting balanced again is harder now.
On an escalator, their movement is restricted by the railings, so orienting themselves is harder, and the ground is moving in such a way that it keeps them tumbling downward
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