A video of people leaving a movie theatre: They can use this to monitor anyone they know who may be connected with a whale. They can use it to show a whale that there are hundreds of people watching this movie to solicit donations from the whale. They can use it to make an internal black PR film so that people won't watch the movie.
Dead agenting of any critic by Marty Rathbun: Whether or not Marty is being run by the Scientology organization or not, his smearing of any critic can be shown to a whale with a contradictory previous piece of evidence to show that he is an unreliable source. It can be shown to a whale to show them that even Marty, who is an SP, thinks the critic is out ethics.
If you follow the money, Scientology does not care about the lack of value of its brand, the rank and file Scientologists who are leaving, the only thing that matters to them are the whales. If you analyse their actions in this way, what they do makes sense.