Yale: Social Marketing Fail?

If you're wondering how some Ivy League schools are approaching social marketing these days, check out this video:  

I guess the title of the post tips my hat as to my opinion (full disclosure: I'm a Yalie). This just feels...off. Like, way off.

They have created a stir on the internets with this, but I wonder if the sum total brand impact will be worth the momentary buzz.