They might turn out in droves because he offered a $30,000 dollar prize for solving a puzzle in his app "Puzzlloto". Which has been pulled from the app store...
No lies involved. We got an email at Wired about the phone (pre-Gizmodo story) and ignored it. After the story we came back to the email, I looked it up on Google, found his real name associated to a post on a forum, searched it on Facebook and, for some very odd reason, he accepted a friends request from me.
I guess the lesson here is not to talk (or accept friends requests) from strangers.
http://puzzllotto.com/