It has been quite a while since I was directly involved in the sale of internet advertising; back then the cost was measured in fractions of a cent. Even that tiny amount was only charged for click-thru's, not displays. This encouraged the posting site to try and target the ads as much as possible. Olympus is no Sony or Panasonic, or even a Canon or Nikon. This ad campaign has got to be relatively cheap for them.
Olympus has make a number of exceptional cameras, from the original E series, to the d!&!+@l Pens, to the OM-D's which include two previous Mark II models. That's not even mentioning a slew of P&S's. I've never seen an ad campaign remotely like this for any of those products. It is obvious that Olympus is trying to create a "buzz', to make something that at first seems weird and awkward become interesting and special. That's exactly what Kodak needed to do with Ektachrome.
This! Plus the fact that E-6 is cheaper than print film. You can develop it yourself for about $2/roll. You don't need a darkroom. Just a half hour in the bathroom and you have a complete, finished product rather than a strip unrecognizable orange blobs. It is also much easier to archive. A roll of unmounted 35mm or 120 fits in a single archive sheet and more than a hundred sheets fit in a single binder, no stacks and stacks of prints to try and figure out what to do with. And when you do need to find a particular image, you can easily see it directly, versus the strip of orange blobs mentioned above. And those are just the advantages off the top of my head,
That's because you don't shoot slides.