I think it's because the traffic is so cheap that they are using it for branding. On the site where it's been happening for me, clicks are now less than 5 cents. They have a product that is general enough to be of interest to the population at large(it's not a niche product), but it's certainly not a product that my readers would be looking for on my site. For 5 cents, they get a real visitor, who may or may not remember the site for some time in the future. Their name is catchy enough . . .
But what is certain, is that conversion will be poor because the visitor was shanghaied into going there. So again, I'm guessing the effect can't be good for smartpricing.