I have a little story. When Drive was on the air, the head of development at Fox and his workmates were all over the Drive fan site me and Jackal had up and running. He would email us and offer thanks and encouragement. He was *really nice*. He really liked Tim. (He left Fox after Drive bombed). The people at Fox marketing were great, and still keep in touch with both of us.
When I see somebody doing something like that Firefly fan did, part of my soul just dies. For a start, really doubt that exec guy had anything to do with Firefly. At all. Fox's development exec turnover is high. Second, who actually opted to move Firefly episodes in the schedule? Tim and Joss. They made the moves. And, like, the execs assertion that the thing which killed Firefly is... Absolutely fucking correct. It did dire numbers. And then got worse. And worse. It was, at the time, reported as the second most expensive pilot episode ever made ($9m+ according to E). It must have cost FOX a shit load of lost money. I'm sure their promotional efforts were dire and the timeslot was bloody awful, but other than that the audience numbers just weren't there to support it as a weekly show.
I imagine the next time that exec is sat looking at sites for, say, Dollhouse... I doubt he'll be thinking 'Cool, we can use these guys to help spread the word about the show! Look at that, that's great'. Probably more 'Shit, remember that guy who sounded like a mentalist in the airport!'.