The Winklevi are running an exchange; and since most people know about bitcoin already, I think it's safe to assume that they shilled an altcoin to let people gain more interest and potentially them gaining more users on Gemini.

And while this as a whole is quite unfortunate, these nonsense is only going to be a blip in the radar in the future as we know that there's a decent chance that these altcoins are going to be temporary.