I think it's the British slang meaning "lie to get a reaction".

This is a fascinating story. How weird to look back and see someone saying "I don't see how a lot of money could be made from this" to something that became one of the fundamental money engines of the internet.

Yes, sorry for the very British phrase!

Nope, not a "wind up", this really happened! If interested for any reason, see the link I posted for full details. :)