I guess they expect to get caught, and make headlines as well? Otherwise, why make a website and YouTube stream?
So the meta-game is, they're expecting to get caught and that there'll be headlines about them trying to game the system to elevate news about climate change, and those articles will inevitably also talk about the need to pay attention to climate change.
And/or give another argument to the denialists: climate change is overblown / propaganda, as evidenced by the botnets artificially inflating its importance in the media.
So the meta-game is, they're expecting to get caught and that there'll be headlines about them trying to game the system to elevate news about climate change, and those articles will inevitably also talk about the need to pay attention to climate change.