Of course they are almost a scam. But if they want to "sell" their power, why they don't approach the communities instead. Or really good authors and make a long term deal with them. That's the thing I can't understand.
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Probably because it would take more than one (usually) to get to high trending. It also doesn't help that most bots (perhaps all) don't actually have QA teams to check what they are promoting.
For the most part, it's all indiscriminate upvotes unless you wind up on a blacklist. Owners also make less money if they set up more conditions.