Re: why even bother ?
Publicity. See this quote near the end of the article: - "Several companies have already been publicly providing similar technology for the last six years". This wan't an effort to create something new and amazing that backfired, it's a new player trying to enter an established market. The internet outrage generated plenty of publicity, so now their actual prospective customers all know their name.
This is something that should always be considered when looking at advertising. If you find yourself wondering what on Earth is the point of a particular campaign, that might mean it's just a terrible campaign, but it's very like to actually mean that you're just not the target. While the internet is busy shouting about how offensive this all was, the actual targets are taking notes about this new company with a potentially interesting product and a demonstrated ability to generate publicity.