He actually had a friend initiate contact, the only hint that Coffeezilla was involved was a nonsense sentence in the copy that had Coffeezilla as initials.

The best part, though, is that when the liason sent over the contract to be signed, the small print specifically said that the while thing was a joke at the guy's expense and the linked website would change, but he didn't read the contract closely enough and the rest is history.