They aren't faking any old cent. They're attempting to fake the most famous double die obverse in all of American Numismatics. In high grades, it goes for thousands of dollars.
This picture doesn't show it well, but there is doubling on the ear, eye, nose, etc. The simplest explanation is that the doubling is rotated around a pivot point. That pivot point could be anywhere on the die, but this particular one is near the center. Thus, central details won't be as distorted as details at the outer edge. Sometimes, the pivot point might be near one edge - in that case, the lettering nearest the pivot point won't have much doubling, if at all, while the lettering on the other side shows a wider separation.