For cars - the companies hire guerilla marketing people to whip up pseudo hype for their new item. Using a consultant distances the maker from the supposed people that are excited for the product.
Ford most recently did this with the Bronco. They hired a company to create the official Bronco forum and fill it with all kinds of things about the new Bronco. Supposed spy shots, insider information that they got from "a source". They also make up tons of users.
Jeep did it with the newest Wrangler too when it was coming out in 2018. I literally searched the owner of the site through google and saw that it was a marketing company. When you went to the marketing company site, they had Jeep and Ford as customers.
I got banned from both sites for pointing that out in a "discussion" about the vehicles on the sites.