It wouldn't surprise me, though I think calling it sincere would mischaracterising any 'market research' they might have done. Part of the MO at the time was using normal business practices like market research to drum up viral stories. It was a very odd time for that sort of thing. The Karaoke Coaster was later given as an example by Morwena of ideas made up by the marketing team as PR stunts. The other two I recall her listing were Project Baby Gurgle and the idea that part of the Corkscrew was used to make the tree of the front of Thirteen.