More so forcing people to hear about the game again due to viral posts across the internet. They aren't faking anything, but propagating it to further increase the amount of peoples attention on the game.
They took something that would be damaging in the hack and tried to make the best of it, which is what marketing job description is.
The FOMO and hype is greater now than it was before the mass promotion of the leak. Kids casually interested will go to pirate the game hearing it's available, find out it's not, and then weigh making a real purchase.