Google is one of the few companies who would invest in this sort of PR. It's good publicity for them and also an ultra creative way to garner people's curiosity and attention. It must have been a hell lot of work(unless I am missing something) but it's totally justified.
The CEO just berated the hell out of me. He said that was the worst idea he had ever heard, and that any serious and successful company NEVER EVER EVER changes how their brand looks and is presented and gave me all sorts of examples of how all "real" companies have elaborate and detailed documents explaining the only acceptable way to display the company's name and/or logo in every possible scenario.
So every time Google (or anyone else) does this sort of thing, I feel a small rush of vindication.