I re-read his post and I firmly believe it's a work of genius.
How in the world can he compare NeoGAF's operations to 1up? The NeoGAF staff doesn't do anything but add people, ban people, and deal with the occasional server issue. Of course there's no overhead. It's so stupid that it has to be fake.
Like someone else said, WK is working in conjunction with these guys to double donations. Even skip is in on it.