Melissa Anelli has posted another part of her interview with JK Rowling where Rowling admits being behind the company that was releasing fake book titles.

MA: It was you guys?
JKR: It was just – we had to find a way to [keep some confusion out there] and it worked. I don’t even think there was just one company doing it, I think we had several fronts putting up titles. [One of them was called “Stone Connect.” It seems were others as well.]
MA: Just to shroud it, confuse the issue?
JKR: Yeah. As soon we knew it was going to go up on the site, we just needed to keep a little bit of confusion going for those last few hours before we got it out there.