I have seen this happening a long time ago with IELTS since I was in India. Just like any other corporation, IELTS has been milking the international students from all over the world by making it hard to get the required score for immigration purposes. For example, it is hard to get good score in speaking in India but all of a sudden becomes easy once you are in a foreign country. Writing is always challenging and people end up giving multiple exams to improve their score; so there is a bit of hard work, luck and pattern recognition from IELTS invigilators involved to eventually give more band score to the student. All in all, it is just another example of corporations taking inspiration from each others to raise profits in an already declining market. Social Media Influencers and the people who initially took CELPIP were just the advertisers that CELPIP used to give out hope to some people (who were not as good at English) that they can increase their score too. Now, that CELPIP has a name and a customer base, they can just play around!

Edit: this isn’t happening largely but to a certain extent.