It is 'fake' in a way - you don't truly want to make/join these communities or post about this on twitter/reddit. If these communities really interested you, you'd already be a part of them. There are communities where the people have known each other for years and you're going to step into their forum, make your one post, annoy them, and move on. I personally wouldn't want to be that guy, but this is just what marketing is.