I opted into FF telemetry and "studies" with the understanding that some extra data would be collected and experimental features or specialized debugging tools might get pushed to my browser (like the last "study" I saw for collecting JS errors).
This addon is none of those things. It is an advertisement. Call it an "alternate reality game" if you like, but it's an advertisement for a television show. It has nothing to do with making FireFox a better browser.
Using the Shield Studies program to deploy extensions and advertisements that have nothing to do with the original stated purpose is an abuse of the tool and a breach of trust.
That's all aside from the fact that there's been numerous reports of people receiving the addon who never opted in to Shield Studies in the first place.