In what way are they selling?
I saw it on Youtube - didn't cost me a thing!
You're right; they aren't selling anything. However, they seem to be acting like salespeople, which brings up the question of why?
Why are they aggressively pushing good reviews and publicity, while sometimes appearing to disparage the rest of the fan film community?
Those are the kinds of things sales teams usually do. But if you're not selling, why act that way?
People don't understand some of their behavior, so they're trying to figure it out.