Yes, of course the probability of suffering negative consequences of this basically depends on if you "make it" before your "fake it" is discovered.

Also, the mayo-jar-eating-itself gif in this article is brilliant.

Supposedly, they weren't trying to trick investors so much as the stores themselves. Demonstrating high demand convinces the stores to allocate better shelf space and stock in more locations.

That is so unethical. If you want to buy shelf space, be upfront about it.