Here's another possibility:

Let's say you want to generate publicity for your cause, but have limited resources with which to do so. (In this case, raising awareness to the dangers of drunk driving) With this seemingly rediculous lawsuit receiving the media coverage that it has, and even people on a NW FISHING BB talking about it, I'd say that Mr. Ass has probably accomplished EXACTLY what he set out to do already!

How much would you like to bet that traffic to his website has grown exponentially since the press got wind of this story?