Looks more like a mop-up after a website infection incident.

I have had to do that before. The URLs in that case seemed to have a more random distribution than most of these.

maybe, but why would THAT be the honey pot? it could be any phrase, really.

Well, you'd want them to try to crawl it. Perhaps there was a bot crawling their site for such links and they wanted to identify specifically that one. It seems most likely that such URL's never existed, but this would be a decent way to identify a bot that's otherwise not distinguishable.