I don't think it's so much of an effort to promote as it is ignorance and gullibility. A few years in Amway and some big losses in a penny play or two will cure that!
and i dont see where the company has PR'd anything to rate this as a self promoted "scam"
but it does appear that there is a concerted effort by "third party individual investors" who have speculated this into the stratosphere with unusually defined facts [and btw, if you havent noticed, they are doing a great job]