Am I the only one in believing this to be just an obvious, shamelesss scam??
I'm sure you aren't the only one, but I think you're wrong.
Imagine a world in which nobody ever said, "Thank you." Many would say that those words are just a gesture. But, failure to give recognition is well-known to raise hackles - politeness and consideration are necessary social lubricants for humans. We need them in order to get along with each other.
So, it is a gesture. A well-considered, thoughtful gesture. And that, in and of itself, means something. The gesture indicates recognition that the target market could use some consideration and thought. Is deserving enough, in fact, to put together and execute a major project.
Do they stand to gain something from it? Sure. But so what? Their gain is not your loss! Isn't the world best when both sides stand to gain something from an action? We get cool books, and maybe a statue to a man we respect and give thanks to. They get back a little of their former standing with us, maybe enough so that more folks will watch going forward.
This is shameless, in that there is no shame to be found in it. It is a goodness.