Why? Are there accepted marketing channels they can use and ones they can't? Thor is currently selling very well by most metrics and it's believed that new female readers are certainly a part of that. Getting out into channels that they normally don't reach but that have audiences that skew outside their normal demographic (like 'The View' or 'The Today Show') is just simple marketing.

If successfully marketing a move designed to land new readers and embracing a more diverse reading audience qualifies as a 'stunt, then let's have more of them, IMHO.'