Pepsi Brand Guidelines: The Real Thing?

This is one for the designers, or those that consider themselves brand guardians, ambassadors, or just plain old simple creators of brand DNA. If you've seen this already, and you've asked these questions over and over – I hope you have the answer and you can put me out of my misery. Is this for real? Did the agency actually come up with this in all seriousness and give it to Pepsi or, as I would prefer to believe, is it a clever viral aimed at getting everyone to do exactly what I'm doing?

Pepsi Gravitational Field [PDF]

I love the section on dynamic forces, relating the Pepsi marque to that of the magnetic fields of the earth – wow, I bet mother nature is fuming that Pepsi have nicked the idea. I wonder if some poor agency is going to have to interpret this into something that will actually work. "Hello, a new project you say, Pepsi campaign engagement and brand activation. When can we start?"