I think there are three potential explanations: (1) money laundering fronts (2) someone sold this idea to all the participants that they may get rich doing this

I think there are three potential explanations: (1) money laundering fronts (2) someone sold this idea to all the participants that they may get rich doing this but all the businesses are essentially failing, but the religious keep donating somehow to keep ti slightly afloat. (3) the long tail works -- but I strongly suspect it doesn't, this is to shittily put together.