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This is an excellent introduction to the concept and also to the why complex numbers are used to represent signal samples.

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I prefer a more "physical" explanation - you have two carriers: sin(wt) and cos(wt), and you're modulating bits I and Q onto the two carriers and adding them up before transmitting. Now, mathematically, that's the same as representing the two bits as I+jQ and multiplying it with cos(wt)+jsin(wt). Demodulation is simply multiplying that output with the complex conjugate cos(wt)-jsin(wt), which in physical terms translates to mixing with a local oscillator output and low pass filtering.

Why would you want two carriers?

Twice as much information.

My go-to for I/Q is: Having two allows you to represent negative frequencies. With a normal, real signal, this is of course impossible (negative frequencies will automatically mirror the positive ones), but if you have a signal centered around e.g. 1 MHz, there's room for above-1MHz and below-1MHz to be meaningfully different. And _that_ allows you to get a complex signal (I/Q), once you pull the center down to 0 Hz for convenience of calculation.

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