It was definitely an effective publicity stunt then. At least the option must have brought a smile to anyone fed up with going through the usual endless options on these things.
There was a commercial running on local radio here a year or two ago which was mocking voice menu systems. It went something like this:
"Press 1 to speak to a surly representative who doesn't want to help you. Press 2 to speak to somebody who is very pleasant and friendly, but no help whatsoever. Press 3 to listen to a tinny version of Greensleeves. Press 4 to be plunged into a telephonic abyss of silence. Press 5 to be disconnected for no apparent re...... <click>."