Effective or not, sending some bad links to a bunch of Google employees and hoping one of them clicks is not a 'VERY sophisticated process'. It's just a good example of how users will always be the weakest link in securing a network.
(This is why I use Foxit for PDF reading, I don't have a PDF plugin enabled in my browser, PDFs download to disk, and similarly QuickTime, RealPlayer, WMP etc. plugins are all disabled, with only Flash enabled but controlled via FlashBlock.)