It's all very amusing, and reminds me of a few stations I put on the air over the past several years.
The first one, we stuck random CDs, including all genres, into a 200 disc changer, with a short ID over the music at the top of each hour. Within days, we were building a small base of early adopters that were then later upset when we actually put a format on the air.
In the second case, we first ran bird chirping for a few weeks, and had people asking about which birds they were. We then loaded our country music library, turned on the automation, and let it randomize the music. Same story, we had early adopters, PLUS, our local competition was busy trying to figure out the "formula".
For my newest station, Classic Rock, we decided NOT to promote it in any way, because the signal is not yet where it needs to be. Nonetheless, we have numerous early adopters, they're finding it and making it their own. And my local competition has reacted to it by changing THEIR play list. My guess is they're writing down song names and working on that formula again.
I would guess that First Broadcasting is finding the KMCQ chatter humorous also.