It seems like they're following the "Donald Trump" strategy of publicity: (1)do something scandalous (2)get picked up by mainstream media for a cycle of handwringing/counter-handwringing, (3)profit (in form of outsize impact): you have the left angry, the right banding together in indignation, and the truly undecided unsure if what they're seeing is this "fake news" they've heard about. No billions required.