What are they really up to?

Hm. Was going to email you about a link, but can't track down an address here, so, comment it is, I guess.

Hi. Nice work, Seamus. I linked to here from the page on my site where I have my own little viddie in which I obediently did not photoshop the picture! ;) Other links on that page, for those looking.

Moonbattery has the most extensive collection embedded that I've seen.

But of all the versions, I think my favorite is by Doug Mataconis, and it, also, was not, technically speaking, 'shopped. :)

What I want to know is: They surely knew it was going to be a viral photomanipulating exercise, especially if they warned folks not to. So, what are they really up to? What did we all fall for?