I think it's really a survey to see how people might differentiate between good/bad - favorable/unfavorable - and various other similar comparative terms. He probably could care less about the Jazz and their logo or their marketing. He's probably posting similar surveys all over the place.
my other thought was that perhaps this is the real Carolinajazz. Anybody buying that?
I thought it questionable that CJ could use the internet in the first place. Creating a survey monkey questionnaire isn't all THAT far off I guess...