Aw-w-wh!! I had to watch it twice it's so priceless (though I've seen if before)!!
What I got out of it, is that so many people loved him so dearly that they would all be willing to do this just this one time in a store and for his happiness! And he rewards them amply with his humor and love back. This gives me confidence that the insiders for this hoax, including family, whether they be 2000, 200 or 20, are all doing it for pure adoring love for Michael, just as we are enjoying "playing" the hoax, enjoying all the details/connections/clues he/they have put in.
I especially loved the "Michael Jackson ice-cream cone"! Mmmm...! lolol/