Some people will do anything to inflate their egos.
Unfortunately, these sorts exist in every sector of society.
If being a "winner" is all that they are interested in, then they are missing the point of existing!
It is pretty easy to spot the "like swappers" who "like" everything each other posts, regardless of how crappy the posting is.
But what can you really do about it all?
Just be a better person yourself and don't worry about the cheats, for as they say - "cheats never prosper".