The only "bad" thing in my eyes is the cover up, if it is indeed being covered up. However until it's proven otherwise I'm going to assume this is good old finding-shit-where-there-isn't-shit which the internet is oh so good at!

Even if the guy does work Starbucks (directly or indirectly) it's a clever idea, I enjoyed looking at it (and wish I could have taken part) and this won't change if it was some "viral marketing".