It’s a viral guerilla publicity campaign probably created to compete with the likes of Fortnite’s hype generating success. It just has to catch on in social media which it obviously did with solving and finding the puzzle. Adult Swim does it frequently like when they put up light up Mooninites around some cities years…

There were many articles before this saying white supremacist groups were starting to use bitcoin so it would make sense that there would be subsequent articles analysing and commenting about it.