Lead Gen Spam

For a long time I dealt with lead-gen form spam.

You put up a "contact" form, a bot tries to contact you.

Now I'm getting a new time of spam:

A bot is filling in my personal contact information into OTHER companies forms. I then get calls from those companies. This is mostly universities, but also a roofing company a 1000 miles away, etc.

What's the play here? I assume companies are paying for leads, or someone is astro-turfing their own lead-gen mechanism?