I really don't get why he'd continue to do it, when he knew he was unlikely to get any points.
The reason is because there's a very large percentage of people walking the planet who are VERY STUPID.
Pick up a bottle of shampoo or toothpaste and read the back. There are instructions for people JUST LIKE THAT! ...and there's LOTS of them walking the earth.
Quote by a forest ranger at Yosemite National Park on why it is so hard to design the perfect garbage bin to keep bears from breaking into it: "There is considerable overlap between the the intelligence of the smartest bears and the dumbest tourists."