Take off the side labelled '1' and then use your two thumbs on the numbers '2' and '3' to position the screen protector on the screen without touching the sides/sticky side of the screen protector. Brilliant design; it works well to limit the amount of dust introduced to the process and allows you to re-position infinitely to make sure it goes on straight.
Not really a SCAM is it. It's just a poorly designed product. Or maybe you're a poorly designed human that can't install a screen protector. Just saying.