I actually don't think theres anything malicious behind this one, the Video auto runs from Youtube if you open up Rift in the Steam Store page. I'd guess that a majority of those "viewers" were people who clicked it on Steam, it's been all over the front page for me for weeks now and its probably the same for lots of others, hence the low likes and comment count.
I don't hold Trion are above this kind of shady behaviour anymore, but I don't think that this one is intentional.