You (and they) really don’t. What happens is more like this: What they do is write a fake paper like you might for a middle school test you didn’t study for (the teacher being the scientific review process).
The principle, to encourage students, has a board students can pin homework they’re proud of on. (These are the news companies).
A failing student ‘grades’ his own paper, giving himself a 100% without ever actually giving it to the teacher (he also makes up a fake teacher name to sign it with) or bothering to double-check his answers. He then goes and pins it on the board.
That’s basically how it goes. The companies literally write a fake research paper, sign it with a phony institution name, and go straight to the newspapers, not actually getting involved with the science at all.
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