Notwithstanding all of these excellent points, is the timing. Jacking up traffic or revenues or other valuation metrics at the end of the {month/year/quarter} i

Notwithstanding all of these excellent points, is the timing. Jacking up traffic or revenues or other valuation metrics at the end of the {month/year/quarter} is a typical act of desperation/opportunism. It may explain why the bothered to try an implement/get away with it. Like you say it doesn't pass a certain smell test.