If this is a work, it's pretty Russorific. I guess Vince just want's to work the internet to put the IWC in it's place or something. I doubt most marks check wwe.com consistantly, and if they do, they're less likely to buy the PPV if they want to see Jeff. It was done with the hope that the other websites would pick up the story.
I think this way more tastless than the Vince death angle. That was so over the top and shown live on TV. This is a story designed to make it look like a know drug addict had ODed, with a small amount of info released at 6 AM on a website to leave fans in the dark.