I've seen so many different grand theories proposed in this thread, but to me this seems like it was the most obvious one from the start. My guess: yes, it was

I've seen so many different grand theories proposed in this thread, but to me this seems like it was the most obvious one from the start. My guess: yes, it was intended to achieve an effect; no, it wasn't built on false pretenses / a viral marketing stunt / a way to avoid negative press from the BBC. It was probably a way for them to respond to escalating pressure from financial intermediaries with some pressure of their own.