Advertising is always about grabbing attention. The more impressions, the more odds of sales or uptake. It's a legit consideration anytime some stunt happens in public spreading on media or social networks.
Not that I think that has anything to do with this. Looks more like normal goofing around by security or hacking folks. If anything, he looses money or precious beer from it.
Taylor (@DefuseSec) is one of the organizers of the Underhanded Crypto Contest at DEFCON; it started as an open invitation to try to social engineer him so he can improve himself. It wasn't a marketing stunt, at all.
Not that I think that has anything to do with this. Looks more like normal goofing around by security or hacking folks. If anything, he looses money or precious beer from it.