It's all about the number of eyes that read the story. More people will get reeled in, if it's mysterious. People love the idea that a mysterious entity planted it in the middle of the desert. Even though, it's almost certain, that a few guys are just doing it for laughs as they read all the associated BS that's written about it.

What sucks is that a bunch of people are going to go to see it which will devastate the environment around it as they trample their way there.