Yes, it is for real. They look they even started mining.

The weird thing there's already another altcoin called Bitcoin Diamond: http://bitcoin-diamond.org/
There's even an investment company with the same name: https://bitcoindiamond.org/

I think all these forks and splits can only lead to uncertainty and confusion, specially among new investors.
But it's free market, there's no regulation and anyone can fork Bitcoin code, make as many altcoins as he wants and maybe even profit from it. If we like and want free unregulated market, we should accept pros and cons of it...