string concatenation complexity analysis

Can anyone please explain me why string concatenation using + operator has complexity of O(xn^2) where x is no of characters added per iteration to string? You can refer to the article here!!!
https://medium.com/python-in-plain-english/concatenating-strings-efficiently-in-python-9bfc8e8d6f6e
Please explain this:
Number of copies made= 1(number of characters)+2(number of characters)+3(number of characters)+......n(in the above article)
Why are we multiplying with number of characters?? Whats the need??
Any inputs will be appreciated!!

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