99 kings is a kown group/ clan which is specialized in using bugs/hacks etc. in order to get number 1 rankings in various games.
For sure it can give them a lot of satisfaction...
PS. It reminds me South Park epizode "Make love not Warcraft" in which kids from South Park had to gain a lot of experience to kill a super-high level player in WOW. They wanna achieve this experience by killing boars.
PS.2 That's what I am talking about:
http://www.southparkstudios.com/clips/104291/living-to-win PS.3 LIVE TO WIN