This data is/was being shared through various torrents and file sharing services.
Sony had decided to fight them back and give these sites a bit of run for their money.
Normally the media companies use these technique to fight and combat pirated movies and music hosting websites.
The procedure for employing this technique is rather complex.
Normally all torrent users act as some kind of leechers in the torrent ecosystem.
When the user download the full file he/she turns into a seeder.
Sony has taken this idea forward by employing what are called as fake seeds.
Recode states that Sony used a similar kind of technique in the early days of file sharing services.
source: www.techworm.net