Those guys try to sell the illusion they live in a manic state.
They know its impossible, and so they know people will go manic and then crash.
Some of these guys are manic-depressives, even by their own admissions in their ficitionalized stories of themselves. Massive weight-gain and loss, businesses up and down, secret boozing, pills, womanizing, cheating on their wives, and whatever else.
Forum:
"Cults," Sects, and "New Religious Movements"