One could say that, almost by definition, the individual with the most ability to game the system has the highest merit.
If a poker player is able to read the opponents' faces where no-one else can - they win based on merit. The losers may well disclaim this as being some sort of 'hack'.
We are speaking here about some pictures on a small, rectangular screen held in the hand.
In poker, reading tells is an accepted part of the game and within the rules. It's my understanding that most of the tactics reported in the article are against Instagram's rules.
My impression is that who’s interested in this sort of service is something like small start up fashion brands that can’t afford an actual celebrity.
My brother makes independent video games, at one point he was approached by someone who offered to broker deal with Twitch streamers to promote one of his games.
How real the popularity of these streamers really was, effects whether this might have been a good idea or not.
Whether that evokes your sympathy or not, I guess the moral of the story, of you’re in the market for purchasing influencer services, buyer beware
I would advise treating unaffiliated middlemen as scammers like those offering jobs for money. (If there is some affiliated group of streamers and they handle communications that is fine.) If you want cheap marketing releasing some free copies generate no to marginal expenses.
It is respectful to all involved - you are giving away a few potential sales in exchange for a potential larger market, they can give it a fair shake and let people know what they think.
The viral effect can be real but it seems to depend on its own merits even if the "merit" is a gimmick like being hillariously glitchy.
You seem to be arguing that there is no such thing as cheating unless you get caught.