I think these people are being grossly overestimated. If you look at their earlier ads they are written in poor English and are extremely childish. They have gotten better with time as they hired a designer to do it for them, but I doubt we are dealing with major sophistication. It is more likely someone who was never successful in anything who finally found something which worked and was clueless of any ramifications. By now I am sure they have heard them but once they start seeing the money it is easy to come up with terutzim.They probably even feel they are doing a chesed.