Democrats are famously good at (badly) spending other people's money (cf a candidate who raised $2bn only to end up begging for scraps because she was $20 million in the hole...) so I'm going to guess this is another misguided effort to buy themselves a Joe Rogan... because clearly honesty and authenticity doesn't work for them.
My favorite was the widely reported idea to "trick" young males by buying heavily into male- skewed podcasts and then just before the election have those hosts all start suddenly spewing disingenuous talking points and and how (democratic candidate x) suddenly "makes sense", apparently believing young males are as easily swayed by group think as young white women, (the only remaining liberal demographic).
Here's a hint: Joe was already leaning left, you drove him out.