I am suspicious of the whole thing, but I am with damage. I don't think it's a marketing ploy.
If anything devious is going on, it looks like it's just another excuse to keep the military industrial complex in at-war mode. Since vietnam it's been shady excuse after shady excuse to keep us spending more than anyone else in the world on our military.
What is suspicious to me are things that point so obviously to North Korea.... such as bad english in the threats......
But on the other hand, I wouldn't put it past north korea to do something like this. Not surprising. And it really constitutes a national threat. Government is already involved. How it reacts is to be decided, but the USA government is already involved.