While everyone has different ways of going about marketing various businesses, you would think that if you're involved in something illegal, you wouldn't refer to your organization in a way that reveals the illegality of what you're doing. Apparently, a private detective firm in the UK had a separate group which they proudly named "Hackers Are Us,"
which was making quite a bit of money by helping people get info from the computers' of others. There's no real mystery (and no real "hacking") in how they did so. They just sent an email and used some social engineering to convince people to click on the attachment, which loaded a keylogger. Pretty straightforward. Of course, the group is now in court trying to defend these actions -- but the use of the name probably doesn't help.