I assume they have a concept of "claimed sites". That statement implies they were doing this for sites/properties where they had no idea who owned it. Which makes it even more over the top stupid. That they are collecting funds for an entity which they only have very circumstantial evidence even exists. What a crazy arrogant culture that this idea made it through an approval process.

For example, my wife and I made a fake restaurant on FB out of our backyard for the 3 or 4 gatherings we have a year with friends and family. It ended up on Yelp, through no effort we undertook. It's just our backyard.