What inspires people to do this?
This is a bad phishing attempt.
The link is a page that looks identical to the Guild Wars 2 Login Screen, which tricks the user into entering their details under fear of getting their account blocked. The person who owns the site can then steal everything on that persons account, frequently using the gold for gold-selling sites.
What inspires them? Money.
It only has to work a few times for them to steal enough so that they can sell gold on the black market.
John Smith: “you should kill monsters, because killing monsters is awesome.”