We have a high-value specialist currently chatting up a few of them at work. His wife doesn't know. He doesn't know we know. The photos are fake but he's too horny to notice.
Time to dust off the "there are no women on the internet" meme...
Citation needed.
People have been [claiming to] do this for years: https://www.blackhatworld.com/seo/monetizing-traffic-from-so...
Give it 1-2 years and you can hear about it from Krebs.