I think the snark comes from "30000$" being spent to distribute a "free" book. If you think about it in terms of spending 46$ per person to advertise to a very select group of 650 people it might not sound so stupid.
From the very first chapter :
> "Mum," Harry said. "If you want to win this argument with Dad, look in chapter two of the first book of the Feynman Lectures on Physics. There's a quote there about how philosophers say a great deal about what science absolutely requires, and it is all wrong, because the only rule in science is that the final arbiter is observation - that you just have to look at the world and report what you see.
Chapter 8 introduces how to think about peculiar phenomenons through children games and so on and so forth.
My Fermi estimate is probably off, but it’s a pretty sensible argument to me.
You may disagree that HPMOR is effective at teaching science, but at least they did it openly. That page has a detailed discussion of the pros and cons of this grant, including the possibility that it could cause "reputational risk" (i.e. people like you making fun of them for it). AFAICT they took that seriously, and decided to do it anyway because they really do believe that it's effective at teaching science.