Well this is how marketing works, they just paid those popular people and advertise their project even without knowledge on what it is.
I guess they received millions of $$$ for advertising this scam.
Why would they be keeping a token that's declared as a scam? they are out of it as long as they have received the payment for advertising that scam.
I'm sure ppl who advertise some shitty ICO only accept fiat (maybe in form of BTC or ETH at the fixed rate) and such ads are not cheap. I try not to trust aggressive ads/marketing, especially some referral schemes, they scream scam... For me Ethereum is a good example of a project where mostly tech/code helped to increase value... Some of the "established" coins have also aggressive marketing but the usage is nowhere near Ethereum numbers.