But, it is an elaborate hoax, including fake references from CNN and the Drudge Report link
How awful, for him and for those who were taken in by the hoax.
Awful in what way?
It would hurt his reputation, and he would know that any Christian who believes the sight would think he had betrayed the Savior.
Not so if he's come out categorically against it. At most people would have believed the lie for the amount of time between discovery and denial.
Certainly not awful compared with what other people have to put up with.
It may not necessarily be as awful as being accused of paedophilia or the like, but it is still libellous and the owners of said site should be held to account.