This is one of the more clever scams I've seen.

Here's how I suspect it went down:

1.  Max (who pushed QRK -- you guys saw how that turned out, right?) paid some guy to build a Keccak GPU miner implementation (it's not hard, source code is available freely [1])
2.  He then uses his fame + name to peddle a new coin using the Keccak algorithm, which no other coin uses
3.  Sheep go baaaaah. Much profit.

[1] https://sites.google.com/site/keccaktreegpu/