If this was a publicity stunt, then it may well be the worst one ever! They were humiliated in the press, the President reprimanded them, and their strongest partners (the big theater chains) all turned their back on them.
On the other hand, I still can't imagine they would be dumb enough to fake this, considering they opened an FBI investigation and there were threats of physical violence. The risk to reward just doesn't make any sense.
There's a possibility that showing The Interview on YouTube and other sites will result in online streaming becoming a huge runaway revenue success. But that's a huge gamble to make, especially when the movie is scoring just a 54% on Rotten Tomatoes.