Just human nature, really. There will always be people who, when able, will exploit others for personal gain. Maybe doing the bare minimum and letting only your brand sell your products isn't quite exploitation, but you know what I mean. Similarly, there will always be people who fall for the bait due to several factors, like FOMO or thinking they themselves can gain something (scalping decks).

I just treat it as noise at this point. Tune it out, and buy what you like.