It was mainly a stunt, so don't panic
Apparently the signal will soon fade into the natural background
noise of the Universe, so nobody at Polaris would be able to
pick it up even if they tried.
But it does open the floor to what kind of messages should
we be beaming into the galaxy, along with where and how
often. Some say it is the only way to get the attention of
ETI so they will contact us, while others say we could be
inviting the wrong kind of attention without knowing who is
out there first.