I think they do know it's wrong but to them, the ends justify the means; the more people they groom into trooning the fuck out, the less unusual* they are and (to their way of thinking) more socially acceptable.
* which is weird, because so many of them screech incessantly about how "special" and "different" they are. "Unremarkable/unfuckable dude gets a wig and a surgical stink-ditch and magically transforms into a sexy, feminine gift unto the human race" is the most delusional troon trope of all time.