Bitcointalk allows users to interact with each other on a variety of topics, but of course not all users have the same goal of engaging. Many people expect money, it's not wrong if they are able to make a positive contribution to the forum and or other users. Ideally the desire to make money and contributions should be fairly balanced, it requires that they be knowledgeable users.
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This forum has its own atmosphere and newbies will need some time before they understand how everything works here. I'm not sure that a newbie who falls here for the first time has any idea about signature campaigns, most likely they are driven by a desire to learn more about bitcoins, and in the process of learning they understand, that for their usefulness for this forum they can receive some kind of reward. This is an additional interest for many users, for some it may not be significant, but still it is a nice bonus that can motivate users to continue their communication here.