Who's behind bemoreproductive.com?

Being a little bit of a productivity freak, I've taken notice of the TV spots for bemoreproductive.com. And knowing a stealth marketing campaign when I see one, I immediately started to wonder who was behind the site's faux news, faux awards and faux advice. If you read the fine print on the site's "Terms of Service," it appears to be the work of Southwest Airlines, which would make sense given their tongue-in-cheek approach to advertising. But if it is Southwest, what are they trying to accomplish with the site? Well, I have to agree with this thread at No-Name247 Blog!: chances are it has something to do with a business travel promotion, with the answer likely being revealed through a Super Bowl payoff spot.