So if this is the case, my initial question stands; What was he trying to show? That scientific journals will publish bad science (IMHO it's not their job to check the results and conclusion of studies, that is up to the scientific community)?
Any reputable journal will use a peer review process that will at least provide some level of filtering for this sort of thing, effectively the first step in assessment by the community. Junk journals hardly even bother pretending to do this, and are fair game for sting operations. However, I think that issuing press releases to the mainstream media is more questionable. How many of these newspapers will even bother printing followup articles explaining the sting? A fair proportion of their readers will probably never find out that the claims had no real basis, and will add the chocolate nonsense to their mental store of other dubious 'facts' that get reported in these papers (especially in the 'nutrition' section!).