Haha! I think it’s the appeal of setting up a system where by at some point in the future you might not have to do any work but still get paid! Also being able to choose the hours you work, very appealing to students and parents of little ones.
It's that laptop by the beach, the "inbox is buzzing", it's being paid to "play with make-up/drink coffee/be healthy", it's the social side of having a team above and below you so you've always got someone to talk to...they're not stupid. They know how to make it appeal to the lonely and desperate ones who want to feel like they're doing something productive with their time.