I reckon he's built a pyramid scheme...
Found one rich clutz, to invest, then offered them back 20% for every other clutz they suck into it.. rinse and repeat!
Or, he's bringing the principle of Loot Crates for into the real world, "men that have everything". Here's something which is mediocre, but there is something potentially 10x better under this towel, before we show you, give us loads of money and sign this NDA!