Could very well be. My guess is that the inflows generated by their clever marketing is enough to move the market in their favor, and thus, creating a positive

Could very well be. My guess is that the inflows generated by their clever marketing is enough to move the market in their favor, and thus, creating a positive feedback loop. See the inelastic market hypothesis (https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3686935 https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3686935).