Radiation release on LNPP or viral marketing in action?

Peter is alarmed. People in offices run to the pharmacy for jars of iodine and to the stores for milk. The entire network is filled with rumors, stories of residents of Sosnovy Bor, etc. All official sources refute the rumors about the leak. Here is viral marketing in action.
What do you think about this?

UPD: In the nearest pharmacies, they bought all the IODE =) Milk is still in stores.