You've got a point.
This could just be a publicity stunt, a back door way to re-negotiate a contract, or, as you suggest, a way to do a little market research and test the waters.
What's scary is the part about "billion dollar franchise empire", or how this affair has now become a rallying point for indignant politicians, professional patriots and victimized and self-righteous culture warriors.
I've never seen the show and know absolutely nothing about it. But I get the impression that these bearded guys are somehow being sold to us as, or are meant to represent, The Real America. (As opposed to those people who prefer to watch PBS.)