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Its very common and its not a new phenomenon people have been doing this since long. I have a question against your question that does this help anyone any way. I would also like to answer this that this does not help. See, your really get exposed the moment a genuine buyer interacts with you and the artificial hype you have created through all the sources goes down the drain in minutes. Its your best customer service and product that keeps you above all the odds. So, I would say if someone is trying to do shady things he/she is damaging its reputation in the long run.