I agree he is sending a message. He's far too clever to have done this by accident. To that extent I agree with the crazy tumblr folks.
However I am no so sure he is sending a message saying "this is a holiday romance." I think he is sending a message saying "this is a genuine relationship and please please don't believe the millions of tweets over the last 3 weeks that this is a fake relationship. Or all those articles in the mainstream press saying I am a thirsty little fameho. Please."