This is an awesome post and it is fair to be in HN, but in some way just gave to Samsung what they wanted.

But in this particular case it is. There will be people who are interested in the contest, and doesn't mind that dishonest promotional tactics was used.

If people are discussing something then you've made them aware of it, you've shown them "this is worth discussing" and you've displayed it as normative. Ergo promotion.

Samsung have got more publicity from this guy than they'd have got if they paid for it. Indeed the conspiracy theorist in me wants to research whether this is actually the primary method of promotion that was intended ... but that's just madness.