It is a terrible idea. I had a big battle here a while back with a guy who operates one of those fake profile sites, and I could never get a rational explanation as to why he did it. The only reason to load a social network with fake profiles is "intent to deceive" - the very definition of fraud. Given that it is fraud though, what kind of fraud? i.e. what is the scam?

There are really only two groups these people would be trying to fool. 1. - advertisers - "look at all these see more members I have - you should pay for advertising space here". The problem here is I can't imagine advertisers being that stupid - they are going to do at least a little due dilligence, and 2. Members - "look at all the members I have - you should join this site too". The problem here is they will quickly find out - no one will answer their private messages, etc. They will quickly find out.

The example cited is even more blatent fraud. I joined a dating site a few years ago and I was suddenly getting messages from all sorts of hot women (and yes, I was supposed to pay to read these messages). Now I don't think I am too much of a toad, but I know that is not going to happen!

Even if it is not intentional fraud, it is just a bad idea. Some people think they should load their sites up with fake profiles to make them seem big right away, then presumably they plan to remove the fakes later. The problem is, how do you get from here to there? Your first members are not likely to like the site too much once they find they have been tricked.

p.s. before I get flamed, I am not talking about "test accounts" or putting in a handful of fake profiles to test things out and get started.