Quoted from jonesjb:
Strange. Sounds like some cult. Do people get paid?
It's a "Street Team" concept (https://en.wikipedia.org/wiki/Street_team) which has been used very effectively for us at Raw Thrills. We have the Game Warden program for Big Buck Hunter. I know that in the past the CRO from Stern ran a Street Team at Topps trading cards that was extremely effective.
Stern Army members get spiffs for helping to facilitate a sale of the latest Stern game to that Army location.