What are they actually mining?
If by they you mean one.life, obviously they are mining the buyer's Steem.
One of the issues with Steem.LEO was the price of the !!LEO MEGA MINER!! was too high and the payout for mining was too low to push sales. It became embarrassing after a week. In this case they are just giving people a week to be fooled, then forever they get 40% of people's efforts who use 'lifestyle' hashtag and don't get blocked by their tag abuse bot.

One problem I have is the lifestyle tag is so vague we are going to see people accidentally tagging this toekn and then intentionally getting blocked. This is an assinine situation and their black list is literally going to be incidental and useless.