Hmmmmmm
Well, my first thought is that this is a publicity stunt, after all it's more attention getting than Kevin Smith simply saying he's got a new movie and will be trying to distribute it himself. The guy isn't stupid, and honestly as he's become more successful it's been argued that he's kind of a sell out. Given that his big thing is to appeal to the slacker crowd, I think this might have been motivated by earning some of that cred back, since being just another "fat, masterbating, slacker" like his audience is part of his entire appeal.
Now, it occurs to me that a lot of people seem to have been doing a lot of comparison between his older work, and his newer stuff. In reading about Seth Rogan, in connection to "The Green Hornet" it seems like "Zack And Miri Make A Porno" wasn't all that successful as well, which is why he so desperatly needs this movie to be a huge success (and it seems to be doing okay) to save his career. A failure for him, leads me to believe it probably hurt Kevin Smith too since it's been about two years since he's done anything, and I think he had a lot riding on that one since it seemed to be being aimed at a more mainstream romcom audience despite using his trademark slacker motif.
Kevin also produced what is pretty much a low-budget horror/thriller movie when you get down to it, it's not a big niche, and on top of that, it seems like it might have a political axe to grind. "Dogma" was intended to be funny, and absurd enough not to be taken seriously, this ... not so much.
I suspect that as a lot of these guys were probably supporters, most of whose interests probably wouldn't want to invest in them right now, they came along to help out and were "in" on it, with enough of a crowd there to make it seem legitimate. The resulting press is going to hit the niche market for the people it's aimed at (ie through things like The Escapist) and give him some free exposure he wouldn't otherwise have had. Business is business, if he does well with this (for the scale he's operating on) I doubt what he said will have mattered, especially if people WERE in on what he's doing and can vouch for the fact that it was a promotional stunt.
All this took was a couple of hours, and the movie industry as a whole is infamous for stuff like this even if people tend to forget about it. The movie "Matinee" with John Goodman touched on how far the industry went decades ago, where the guy was hiring people to pretend to protest his own movie as being obscene in order to generate hype. This isn't going much further if I'm right.