This seems overly strategic for an internet group. They started gaining traction DDOSing small sites, taking them down, gaining publicity/support, and moving to a bigger target. Now they're using momentum provided by their huge publicity to do something useful. It's like a marketing strategists viral wet dream.
Collective consciousness is certainly more powerful than that of an individual in most cases, so it doesn't surprise me that they're coming up with a strategy to actually further their goals.
It is also worth noting that this is perhaps the first Anon initiative that the average joe will agree with (and maybe - just maybe - be inclined to help with).
Now seems like an ideal time if someone wanted to release a viral infographic video related to the material contained in the leaks. (a la the credit crisis explanation video)
