Inexplicable Art Hoax?

So I (like hundreds if not thousands of others, I suppose) get this chain email showcasing the enclosed artwork- pretty cool stuff! Then it turns out that the museum that "featured" it, never actually did- and that the show, unlike the actual work, was in fact, a hoax. The artist, Peter Callesen, apparently already has gallery representation, so what is the motive for said hoax? Enlightenment appreciated...

PS- Supposedly, Les Krims, when he was starting his career, wrote vehement anonymous tirades to the local papers objecting to the subject matter of the work about to be featured in the opening of his own show just to drum up publicity. That I can understand!