Haha it's fooling virtually everyone in this thread
... in part due to some hilariously complicit Hacker News accounts that are making serious-sounding comments. Not gonna lie; I was initially fooled.
Yeah but actually would have been better if they had registered the domain some time ago,let it bake for some time, and then put up the shutdown page and watch as HN commenters questions but took them somewhat seriously.
Because we all know that failed businesses have plenty of money left over to outsource their shutdown notices ;)