Because an Italian company named
Guerriglia Marketing would own and operate a legitimate site about dream psychology instead of being some sort of viral marketing campaign.
From the main page of their website(via Google Translate):
1. Guerrilla Marketing is a set of non-conventional communication techniques that achieves maximum visibility with minimum investment
2. Guerrilla Marketing strategies to develop the market through the staging of pseudo-events designed to integrate company's image
3. Guerrilla Marketing exploits the need for new Media and the permeability of its mechanisms to promote ideas, brands or products
4. Guerrilla Marketing Program and inoculated in the media system memetic virus can replicate itself in the minds of consumers
5. Guerrilla Marketing is a process of dissipation of the trust that still puts the consumer in the economy as a whole for the benefit of the success of a single company: