It's a shame when your knee jerk reaction to something like this is to ask your self what kind of BS are they trying to pull now.
If I didn't know better, my reaction would be a positive one, cut the confusion, drum up some business, create some excitement, and give us someone to point to and say that's the man.
I would hope something good would happen this time but like IamInuit said, it's probably just more lip service.