Cheap advertisement, what else?
Monty is misusing ( or rightly using from his perspective) the internet resources to his personal advantage. It is a cheap advertisement without making much effort. Just creating few website and the whole media starts looking at it because it is affecting the whole industry. This way he is getting his future customer attention (who may wrongly assume) that he'll create a new database (replacement of MYSQL) that'll be better (or as good) than MYSQL.
I also don't like Monty challenging EU and going east. Shows he is desperate. So what'll he be feeling after all the countries give a "YES" to this ORACLE-SUN merger? I tried my best, alas!