Very simple; last week pundits and reviewers were sent invitations to some event where a new nice device is to be announced; and advertised to be "the heir of N-series" or whatever.
The invitation contained a toy/real/fake N81 device, just for lols.

Everyone mistakenly thought that it'd be HMD with some announcement but it turned out to be this "360-tech", some noname chinese manufacturer.

Apparently this kind of marketing is usual in China.