The article did indeed get to where the actual scam is, albeit quite a bit into it. These fake agencies obviously give no advance, then push you to buy service

The article did indeed get to where the actual scam is, albeit quite a bit into it. These fake agencies obviously give no advance, then push you to buy services related to supposed publishing of your book. 5k this, 10k for that, we're almost ready, just another 15k for xyz and we'll totally pay you that 350k for you book!