Since i'm following this SCI-FI story, from the begining i thought in three almost equal possibilities: either this is a dysmistification (a diversion - or giving discreditability to the hypothetical discover of alien artefacts on other planets, in this case, the moon), a 360 º turn-over to ufo subject, or much more reasonable (in terms of plausible prove by logical means), a stand with economical basis as background. I recalled Blair Witch Project or Loch Ness Incident. I still hadn't figured out at that time the name of the strategy.
Since this case has two diferent layers of quality, example: By the contrast between the obvious hoax of the moon structure and the first minutes flying over Fermi, Lutke and Delporte craters wich have great quality of realism (if indeed that few minutes of the fly are false), i am induced to say that all this footage implies a certain amount of budget, skills and knowledge. Such as the dificulty to accept it was developed only from a single person - Spaceheroes.org and Silicon Laude show it was not.
Since Silicon Laude is risking it's credibility when linked to such controversial but factually false story, I assume it should gain some previleges by doing so (not coincidence they're the sponsors of spaceheroes.org). If not, if this is just a clumsy bad way to reach the footlights or a spoon of a sectist irrational faith, I still don't understand why they put together such good controversial footage with such obvious nd ridicule hoaxes implying the certain death of it's creation.
A best guess, excluding the hypothesis of a pure profit strategy, goes to a Viral Marketing stragegy like Cloverfield sci-fi movie (funny is, if so, if this all is nothing but a viral marketing, the guys like me and the others that stand oposite opinions, are just tools , inherent ones, to the mecanism of the strategy - Are we the tools that feed the sense of the marketing strategy? - I want my budget also ok?)This guess comes analogue to the sucess of spreading the lunar alien spaceship gossip, even being already proved false.
Could it be that even the reasonable possibility of the existence of some extraterrestrial life as also as their ability to travell in space and time, even passive of being traced by their archaeological evidences, is a birth blanded scientifical absurd hypothesis, so absurd and unlikeable that it's the perfect bait of a marketing campaign?
Any clues are welcome.
VIRAL MARKETING - CONCEPT (Wikipedia)
Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.  Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of funny video clips, interactive Flash games, advergames, images, or even text messages.
It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like. Viral marketing is based on this natural human behaviour.
A goal of marketers interested creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being passed along.
The term "viral marketing" is also sometimes used pejoratively, to refer to stealth marketing campaigns--the use of varied kinds of astroturfing both online and offline  to create the impression of spontaneous word of mouth enthusiasm.
Some argue the term viral marketing was originally coined by Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail's e-mail practice of appending advertising for itself in outgoing mail from their users.
Among the first to write about viral marketing on the Internet was media criticDouglas Rushkoff in his 1994 book Media Virus.
The assumption is that if such an advertisement reaches a "susceptible"
user, that user will become "infected" (i.e., sign up for an account)
and can then go on to infect other susceptible users. As long as each
infected user sends mail to more than one susceptible user on average
(i.e., the basic reproductive rate is greater than one), standard in epidemiology imply that the number of infected users will grow according to a logistic curve, whose initial segment appears exponential.
Among the first to write about algorithms designed to identify people with high Social Networking Potential is Bob Gerstley in Advertising Research is Changing. Gerstley uses SNP algorithms in quantitative marketing research to help marketers maximize the effectiveness of viral marketing campaigns.
 Notable examples of viral marketing
BusinessWeek (2001) described web-based campaigns for Hotmail (1996) and The Blair Witch Project (1999) as striking examples of viral marketing, but warned of some dangers for imitation marketers. 
In 2000, Slate described TiVo's unpublicized gambit of giving free TiVo's to web-savvy enthusiasts to create "viral" word of mouth, pointing out that a viral campaign differs from a publicity stunt. 
One Six Right's viral HD film marketing campaign, as chronicled by the Hollywood Reporter, led to sponsorships and support from many large media companies, including Apple Inc., Sony Electronics, Toshiba, Technicolor and Dolby.
 See also
^ USAToday: Viral advertising spreads through marketing plans. June 23, 2005, 2005
^ Onion: I'd Love This Product Even If I Weren't A Stealth Marketer. December 14, 2005
^ Montgomery, Alan (Mar-Apr 2001). "Applying Quantitative Marketing Techniques to the Internet" (PDF). Interfaces 31 (2): 90-108. Retrieved on 2007-07-10.
^ SONY SXRD 4K DIGITAL PROJECTOR TAKES FLIGHT AT AVIATION FESTIVAL. Press Release, July 31, 2006