People try to buy their own books to make it look like they are bestsellers all the time and even pay huge sums to third-party firms to do the work for them.
This is a fascinating read about how writers are gaming the system to sell more copies of their work.
Makes you wonder just how those top books, top hit songs, top movies, top articles on the web, etc. actually made such high rankings. We live in an age of false appearances. Suspicion prevails.