What's the difference between pretending to be a douchebag and actually being a douchebag? Nil.
I think there is a difference, Sacha Cohen (of Borat fame) plays a mega-douchebag but AFAIK he doesn't have a reputation of actually being one.
Their tactic may not be to your liking but they aren't the first to adopt characters as a way to promote their business.
As I said, the critic I have of them is that they're slily indulging in stereotypes and I am surprised they haven't been called out on that.
Sacha does it for a noble cause, comedic effect and makes it obvious that he's not serious. These guys are not trying to be entertaining, they're profiteering through hidden agendas perpetrated on their too-dumb-to-realize-it-audience.
If there is a point to criticize them on, it would be that they are making fun of rappers and rap/hip-hop culture, the same culture they are no doubt trying to appropriate to the tune of many millions I would guess.