It doesn't "work". The fact that it made it to the front page of HN bodes badly for this community that has been going down hill for a long time. It just one step above a text based Reddit at this point.
At the same time, I think your non-constructive cynicism is the worst of HN, did your comment really add anything to the discussion.
Big Ass Fans is a pretty reputable company, so assuming out the gate that it has to be a scam doesn’t seem like a great approach