Yep, Vortex was in on it. Here's a quote from their website:
"After much weekend consideration, we have decided the Bullet-Cam is a source of unspeakable power, and it has to be researched further. Rest assured, we have top experts working on it right now. Until further notice – Happy April (Fools), Vortex Nation!" 
Gotta say, they are a company with a sense of humor. I'm guessing Hornady went along and gave them permission to use them as their partner in the "project."