They get excited and enthusiastic one day and use a bunch of sporadic marketing methods hoping something sticks.
Remember sometimes, the best treatment is safety. Dragons didn't exist during the middle ages which usually when this story has come from. https://pipewiki.org/wiki/index.php/G%C3%B6z%C3%BC_D%C3%B6nm%C3%BC%C5%9F_Azg%C4%B1nl%C4%B1%C4%9F%C4%B1yla_Diyarbak%C4%B1r_Escort_Bayan_Hatice