As far as I'm concerned, it's just marketing bullshit trying to put a good face on Sony's latest breach. If it were their first, I might think differently, but it's pretty clear Sony's "security" is a freakin' joke. Add in a movie that would have probably bombed without all the exposure, and you have all the excuses you need to paint a "North Korea" connection.
It doesn't hurt that the US has a hate-on for North Korea so they can try to score some political points off the story, too.
Shame on Obama for selling out to Sony so blatantly.