Maybe I'm in the minority here, but if they open the storefront again I will certainly buy from them (PR stunt or not). I've always had GOG in the back of my mind, but have always said that I would buy from them later. If this is a PR stunt, my best guess is that they're doing it to get the attention of people (like myself) who would purchase from them but either a) don't know about the service or b) weren't ready to jump the gun just yet.
Oh, and assuming this is just a PR stunt, I doubt everything they said is false. I'm sure it costs a lot of money to run a service like this. My guess is that if they do relaunch and change the way GOG is run, they're going to do a subscription based service with the games running on a server to be played on your web browser.