1. Troll
2. Get attention (TV, newspapers, celebrities)
3. Bilk people for money for tshirts, hoodies, memorabilia.

Actually there is some truth to the above since the Society has not done very well even towards its own members.  I have never received the sign-up package myself, nor a shirt that I paid $20 for, even after numerous emails.  How can I trust the Society with any of my funds when it has such a bad track record in regards to its own members?