If it is for publicity, it has obviously backfired. This will be the end of Cruise. The American public is going to have a hard time swallowing this one. Viacom must be so proud. I am sure they are waiting with a contract for another blockbuster for him.
Besides Hollywood not wanting to risk a dime on this loon in the future, Scientologists likely aren't going to be happy with this. While Mr. Cruise believes his own PR, the money making machine of Scientology won't like the bad name he is giving them.
Maybe, just maybe, Hollywood will realize that betting the farm on these idiot wierdos is not such a good business proposition. After M:I:III bombs this summer, and Battlefield: Earth was such a disaster, producers might start to shy away from Scientology projects that just can't be sold to the masses.
Can't happen soon enough, IMHO. These people richly deserve obscurity.