OMG - my cell phone is cooking my brain!

I just heard about the cell phone/popcorn thing this weekend. The person who told me about it was not telling it in a "funny" way. He was telling it in a "omg think about what it's doing to your brain!?" way. I have a strong streak of skepticism and so I googled it. Apparently it was a "stealth marketing" campaign which was supposed to be "funny". On the CNN video clip below, the announcer asks "and what about the idea that videos try to scare people who hold cell phones close to their heads?" The response to this or a similar question from the CEO of the headset company behind the hoax is "we really never meant to eh ehm insinuate any of that ehm...the truth is that it was funny..." The jerk goes on to chuckle about stealth marketing. The news guy obliges him with a giggle, which was to me entirely creepy.