Roger does it through pretending Bcash is Bitcoin, Jihan floated the price with the force use of it for hardware, Craig lies about being Satoshi and having those follow his "vision". It's all bullshit of these scumbags trying to force a profit and have some sort of power and fame.
You know what amuses me no end? People in the Bitcoin Cash space talk about the technical and economic attributes of Bitcoin Cash (and that of Bitcoin Core), while people in the Bitcoin Core space almost invariably speak about Bitcoin Cash in terms of Craig, Roger, and Jihan.
No people in the Bcash space parrot the same points over and over and claim the devs of core are some evil group sabotaging Satoshi's vision.