"De-influencing" is what the subculture calls itself. It's stated goal is to compensate for the influencing by influencing you in the opposite direction, by showing you the product without the glamor.
The creators are very aware that they're also influencers.
Yeah, this is just adding more fuel and kicking the advertising engine into a higher gear. The influencers and "deinfluencers" may pretend to be in opposition, but what they really do is drive more traffic to each other.
See also: influencer dramas, commentary channels. Lots of people get a lot of views (and ad exposure) for manufacturing and amplifying stupid, childish dramas. It's like a distributed, bottom-up reality show - lots of people write pieces of the script in a collaborative, best-effort basis, and advertisers just laugh at the money they make on viewers sold on "authenticity".
The creators are very aware that they're also influencers.