This is how the alleged sting being operated by the unnamed shop owner punter could work:
Guy runs a clean shop. No sex services, girls all know that it's not allowed. It legal and clean. Teaches girls how to deflect and defend approaches.
Posing on forums as a punter the Guy sends direct messages to forum members telling them that he had great sex with the girls at the business.
Punters turn up , maybe some pay tips in advance. Punters leaves disappointing but can read in the forum about YMMV etc etc.
If the place is raided or LE make an undercover investigation it's clean.
A punter is unlikely to complain
Unlikely to be able prove a link between the owner making posts and the shop and the punters.
The only loses are the punters.
Just my thoughts.
RH