Rogue AV business model is based on selling a false sense of security. People buy a Rogue AV hoping it will solve their security problems. But the products don t do anything at best, and at worst, install additional malware. Rogue AV Testers use various techniques such as not disclosing product names in published test results and attempting to sell theses results for exorbitant fees. They publish free public reports, but charge money for the full reports. The public reports should look as bad as possible for all the tested products.
Source: https://threatpost.com/rise-rogue-av-testers-070910/74191/