As far as going after the people that promoted it on Youtube and social media outlets. Keeping in mind that I am not a lawyer of course. But unless someone can prove that they took payment from the company (it could technically be argued that the affiliate program is considered payment) I do not see them being in trouble. Just because someone promotes something on their own free will does not mean they are accountable for the actions of others, freedom of speech gives them that right.
Yeah they will have to find some sort of connection, but I think its there. I would be destroying hard drives right now if I were them.