They use Google Ads: I Googled "crane schools in california" and one of the results was an ad for California Crane School. Apparently they think that they are paying too much on those ads: "The complaint alleges that advertising rates are higher than rates would be in a competitive system".

The company just a vehicle for a law firm that wanted to drive the lawsuit, and the legal work is being done free of charge unless they win.

The lawyers needed to find a plaintiff with standing (you can't just sue because you don't like something, you have to be able to show damages).

Also, why is this crane school spending the money to hire 9 lawyers to work on this lawsuit?

They're pivoting, so to speak.