First they stroke your ego with an easy IQ test that the average person scores like 130 on, then they try and sell you shit afterwards, certificates.. etc..
Its kind of like those books of poetry that charge people money to get published in.. its all crap and the only people that buy the books are the suckers that think their poetry is so great and they need a copy of it in a book.
Lots of ways to make money of people's egos / need to feel special.