I think if they will only rely in bitcoitnalk users? I'm afraid that they will gather enough money from those who will enter because this forum had a large way of preventing newbies to be trapped in this site.
what I do believe is that they are luring players from outside this place in which there are plenty of newbie that may enter and deposit for experiences.
When it is being posted about this scam site on this forum it is working as forum marketing which is used for search engine optimization. As it is a part of search engine optimization, it is helping them a lot to gather new users who are not aware about the scam activity of them.