Extortion? Retribution? Censorship? Marketing? QA?

Are they asking for money stop?

Are they being paid by some actor to do this because they wishes to protest / punish the company?

Are they demonstrating what they can do, in order to drum up business?

Are they testing what their system can accomplish? and iron out any bugs and learn how to best utilize it? So what mitigations they face and how to overcome them?