It's a pacification campaign that's going to end in mass catharsis.
When people finally allow themselves to realize it's a hoax and than nothing is happening behind the scenes, they'll turn to the 'day of the rope' approach and pick up a gun.
It's going to lead to the elimination of the 2nd amendment and severe restriction of the 1st–which will undoubtedly be applied to the internet and prohibit sites like the chans.