We'll get there - it's getting harder and harder to distinguish ads and stories. "Around the web" panels specialize in creating just this confusion.
They made a mistake by releasing all the stings together. They should have released a few first so other players can pounce upon in a hurry to tweet. That would have atleast got the discussion started.
Infact "Economic Times" (part of Times Group, who's CEO was in the sting) did happen to write about it and later deleted it.