[TeMPOraL]

Funny thing about this "viral" metaphor - you can only pull off any given stunt once (at least in the period of several year). Internet has a sort of immune system that doesn't like copycats.

RE strategy, I think it might have been just exactly what happened - first post a story, then wait for it to go viral, then admit to faking it, thus putting yourself in the spotlight.

It is a risky strategy though. Personally, if he was running this business in my country, I'd immediately put him on my personal blacklist ("never ever do business with this person or company") and I'd be urging anyone I know who uses his services to change the provider.