Perpetual motion device available for pre-order

What drives someone to keep pushing forward with something like this? They've had repeated, failed, public demonstrations of the technology. I mean, I guess plain old fraud could explain it, since they've managed to raise 20 million euros, and even the author of the post plans to buy one of these things (even saying, "Overturning science is an extremely high bar for Steorn to vault, but it's not necessarily impossible." after explaining in detail how what they're claiming to do is impossible). But, it seems like a passion project born of an actual belief that they've accomplished what they claim.

It's just so baffling. Are they mentally ill? Are all of their investors mentally ill, or are they merely deeply ignorant? (And, I'm not saying that as an insult. It just seems plausible that one explanation for flaunting the basic rules of physics repeatedly and with such gusto requires some sort of disconnect from reality in order to believe that the tests you're performing are producing results opposite of what everyone else is getting out of them.)