After seeing what it was, part of me was thinking "is this a spoof site pretending to be real?" while another part was thinking "this is too well written to be

After seeing what it was, part of me was thinking "is this a spoof site pretending to be real?" while another part was thinking "this is too well written to be a joke." I wonder why they chose to file for the patent right when they were getting bad press for it. Maybe they were hoping it would go unnoticed and filed after discovery so noone else could scoop it up?