An excellent article in Qorreo.com describes how this process works. It's not exactly a scam, but definitely has a scammy feel to it.
Alan Furth has a blog entry about Llaryora's company, AFA Press. Apparently this scam only works well the first time, so many resources were spent on searching for "virgins" (ie companies that had not yet been scammed).
Felix Salmon also blogs about the connection between AFA and Summit Communications, which appears to serve as AFA's vehicle for publishing special advertising sections in the NY Times.
One commenter on Felix's blog remarks:
I have been to their 'brainwash' selective training camp in Madrid and I cannot understand how naive young people looking for an exciting job opportunity can be.
To which another commenter replies:
That being said, here is some basic sales training advice: A sales pitch is not a lie. One could say that sales trainings "brainwash" the candidate but I believe that it is done in a GOOD way so he/she can believe in their product and sell it.
I guess this is why I don't work in sales.