This is almost certainly nothing. For one thing, the countdown timer is set by reading your local time on your computer. Go ahead and try it; set your date and time at the control panel then go and search the site. That alone is very amateurish.
Also, the countdown ends at 4:20 on 9/11. I think this is a bush-league impostor that has been catapulted to stardom by coincidences.
No, it doesn't.
Still looks amateurish, but then again so did Ilovebees. That's kind of the point of doing a viral marketing stunt
I'm glad to hear that developers are finally getting the message that a lot of people aren't interested in playing a game that holds your hand the whole way through. Making it optional is also a good move.