Was he voted in as a joke? yeah. To his credit, he lobbied for his teammated to get voted in, so I don't think Scott is a loser in this at all. He knew it was a internet joke. But you know what? He gets a nice trip out of it. He gets to, no matter the circumstance, say he is an NHL All Star. He embraced it. He knew why he was voted in.
Once it was clear he was going to win the vote, the NHL should have embraced it. Embraced one of the last true enforcers and treat it as a celebration for those guys. You could have marketed the hell out of it. Bring down the Bob Proberts, Marty McSorelys, etc. So many great stories from those kind of guys and those are the ones who may be overlooked the most as far as player types nowadays. And all the while that was going on, they could have developed a new all star selection formula/ballot. All without looking like fools.
I have never seen a company screw up a cash cow more than the NHL did here.