The full effect seems to be a thread of 200+ comments talking about the language in the release, sentence-for-sentence, and many (un)witting agents pouring over the contents of the files.
Perhaps, besides the fun of imagining someone having to explain to McCain what a "double dutch rudder" is, the language serves a higher purpose of increasing virality and impact.
Releasing several year old files is signalling. "Next time it may include your zero-days". Remember the previous threats?
> What this have do with fun Cyber Weapons Auction? We want make sure Wealthy Elite recognizes the danger cyber weapons, this message, our auction, poses to their wealth and control. Let us spell out for Elites. Your wealth and control depends on electronic data. You see what "Equation Group" can do. You see what cryptolockers and stuxnet can do. You see free files we give for free. You see attacks on banks and SWIFT in news. Maybe there is Equation Group version of cryptolocker+stuxnet for banks and financial systems? If Equation Group lose control of cyber weapons, who else lose or find cyber weapons? If electronic data go bye bye where leave Wealthy Elites? Maybe with dumb cattle? "Do you feel in charge?"
Another angle I haven't heard is that they are just having a bit of fun for the lulz: They know their adversaries can (fabricate) attribute with or without obfuscation (cyber war signalling style). So they bring it over the top with some cold war 80s action movie dialogue. It serves no other function than to taunt and confuse and hear some American housewives on Twitter go: I dunno, sounds Russian to me!
Perhaps, besides the fun of imagining someone having to explain to McCain what a "double dutch rudder" is, the language serves a higher purpose of increasing virality and impact.