Upon making this discovery, I thought perhaps Buddy's challenger Roy, after warming up on melons and fish, had demolished the server. Or that Lee Jeans may have discovered one of their "actors" was a registered sex offender and was huddling about crisis management.
It was probably just part of the "below the radar" buzz machine they got going. Interesting twist, creating a buzz by shutting down your website during the launch of a campaign. Though I suppose that would allow them to hype interest further by issuing press releases about their server being unable to cope with the demand. Diabolical.