It's not in the same spirit as a classic internet fail video. People liked the fail videos because it was someone obviously hurting themselves or screwing something up.

The key here is that the people will act like the failure is something they haven't noticed, so people will be baited into engaging -- either posting a comment, thinking they're the first person to point out the "mistake" or "failure," and/or share it with their friends. The entire thing is staged to fish for a very specific type of engagement.