What "viral marketing meme" are you talking about, a funny clause in their legal text? Seems like that's a one-time thing mostly, which most people will see through as a marketing gimmick to try to seem less sterile than what the organization is in real-life. I don't see how this can lead to either more credibility with game developers nor boosting the team spirit, both of those are driven by building a really good product that is useful for people (in this case game developers), which judging by the actual product page, it's not really there yet. Until then, credibility will remain where it's at, and so will the team spirit. Don't let one paragraph from the legalese confuse you.