Getting noticed used to get you points in marketing, but that just isn't the case anymore. When your brand has been damaged, to the point where RIM is now, getting noticed for stunts like this will not help. In fact, it's going to be more fodder for those mocking RIM - which at this point it seems most people have a hard time not mocking them.
I do understand that they need to do something so as not to become completely irrelevant, but I can tell you I'd have more respect for them if they were a little more humble. Admit they've screwed up for the past 5 years and that this new OS 10 they are promising to be so extraordinary may actually need to be worked on far longer than they're say...wait, they can't say that can they. So they shouldn't say anything, get their code into the hands of some prominent developers, make a viable OS and eco-system to support it - THEN start marketing.