This is essentially a material way to demonstrate a boycott of Fox News. As Shmokes mentioned, with every purchase, the company sends an email to the top 10 (I believe) advertisers on Fox. Sure it's not effective if only a couple of hundred people buy one, but I'm going to assume this guy is getting a buttload of sales in lieu of all the press he's been getting. I've seem on CNN, MSNBC, etc...and it's ALL over the web.
I'm thinking of buying a couple myself. I think it'd be a hoot to sneak on of these on TV's in the public arena (hospitals, bars, etc), it'd be like a community service. And it's great culture-jamming.
More on the inventor:
"Formerly a registered Republican, even a precinct captain, Kimery became an independent in the 1990s when he said the state party stopped taking input from its everyday members."
HAHA!
mrC