Yeah, that's seems like a very creative state of mind, thinking like that I'm sure you get a lot of things done...
Who cares if Nisse paid for it or not, Dagens Industri wrote about it.They will write about anything that pops up on the prompter just to cover the space and you can't deny it will be read by the audience! Also I'm sure you know that Nisse have had big articles in DI just talking (blablablaing) about his beliefs about different markets.
But, if you don't see the potential a smart pr-campaign can do with this in Sweden I guess I have to rest my case.