Sounds like intentional bad publicity by the Epic folks. We all know, the only BAD publicity is NO publicity.
"Hey, we've got a game releasing in a couple weeks and we need to create a quick s***-storm to make sure everybody's talking about it." says Marketing Guy #1.
"Have you heard what they did for the Dead Island Special Edition? That got people talking in a hurry!" says Marketing Guy #2.
And, presto, change-o, here we are. Hilarity ensues....