There are a lot of letters in that article. Here is a lot less:
It is a scam
It is a scam
From the AMA Bosch did[1] it certainly seems like its more than just a blockchain PR and that they are actually putting resources towards this, but its hard to tell from the outside
[1]https://www.reddit.com/r/Iota/comments/7sxgx0/bosch_ama_janu...