Looking more into it, he was fired and interviewed by forbes... Interesting read 🙂
Yeah this came up on Kotaku around christmas, never could get a link when I wasn't being blocked from GRB.
The douche has gotten fired and is now holding a few domains and 'other' digital items hostage until he can get a compensation package for the crazy increase in product interest deriving from the marketing stunt... or however he is trying to spin it.
I read it a while back. Someone found a connection between him and the owner of the product through another registered company. Sounds like someone's buddy got a job they shouldn't have.
Rule #2, never let someone else register your domains for you.