I don't see this as any different than various fast food chains learning to speak Klingon because they are near Trekkie cons. Or a local ad published from one of the state mental institutions calling out to gamers and sci-fi buffs who know the 'language' of Klingon - because there are several patients who refuse to speak anything but.
Personally, I think its awesome. To me, it appeals to the kid in me, a big game of make pretend. If "The Force" can be made into a recognized religion, its a big thumb in the face to the "reality" as defined by stuffy, political, fun-haters.
Who cares? Besides, when the Sith strike, we'll be glad the Jedi are here.