Definitely your project is a social experiment. The goal is the speed of fake spreading through social networks. But similar studies have already been conducted. The news holds at the peak for a maximum of 5 days, then there is a recession.
dont make conclusion yet, the campaign is just starting give them time to show what their intention is ,if they failed you can now make your conclusion.
I dont say that this campaign is legit ,cause the bounty is somewhat high, but i believe on this project