More of these creepy billboards are on the way to the Bay Area

Is this all a publicity stunt, or something more sinister?

When you actually go to the website being advertised, you discover a "Spirit Board" you can order for $29.99 + $9.50 shipping and handling.

Here are screenshots of the front and back of the box:

I can confidentially say this is NOT a purchase I'll be making. I also hope none of the billboards pop up on my daily commute.