Bait and Switch

Marketing technique where you make something look overtly pure or as though it has another purpose to get people to believe in it or vote for it (by linking at it or sharing it with friends), then switch the intent or purpose of the website after you gain authority.

It is generally easier to get links to informational websites than commercial sites. Some new sites might gain authority much quicker if they tried looking noncommercial and gaining influence before trying to monetize their market position.