True, they didn't need to go through this exercise, but if they hadn't, neither of us would be talking about them... which isn't exactly in their interests when Princeton handed them a perfect opportunity to blow their own trumpet, whilst at the same time pointing out how silly the original study was.
Facebook are mocking Princeton using similar statistical techniques to come to a similar conclusion. Your point is right there in the summary.
Not sure which of those 5 words gave you the impression that I was taking your post "so seriously" either... If I'd had mod points I wouldn't have bothered to reply, I was just showing how redundant it was.