The mechanism of a pump-and-dump like this is to spend your company's assets to boost the price of your personal (crypto) holdings. The exchange and the coin do

The mechanism of a pump-and-dump like this is to spend your company's assets to boost the price of your personal (crypto) holdings. The exchange and the coin don't profit from the scheme; they lose money, while the owners of Tether/Bitfinex win big with their personal assets. It's a way of cashing out company funds.