I think it could be as simple as an extremely wealthy but ridiculously vain man who wants to be the author of a best seller and is not opposed to rank manipulation to get there. Think the Koch brothers of bad prose. If money is no object, it would be easy-peasy to manipulate your book into best-seller position on amazon.
And, success is a self-fulfilling prophesy. For a guy with lots of money, the concept of "you have to spend money to make money" isn't just a joke. It's a mantra.
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