Of course it's a pump.

It's basically all hype, i don't think that anything has fundamentally changed about litecoin apart from its founder being covered by media and all sorts of stuff like that. Plus LTC was almost dead back a few weeks ago and you can almost sense that a pump was going to happen sooner or later. It's just a matter of time.

I would not buy into all the hype right now, there is just no logical reason to when you can get the same coin for perhaps under 0.01 BTC once the hype dies down in a couple of weeks to a month's time. Just wait if you want to buy LTC for long term investing.