I doubt WWE went through all the effort of making such an eye sore, with the sole intention of "working the internet." I really don't see the point in that.
If you take a look at the top right of the picture, there's a book there that could help with scaling. It would seem that size-wise, it fits. However, it looks very rough. If this IS the new title, it's not finished. The many small pockets on the face of the title have yet to be filled with gems and I wouldn't put it past them to colour the Logo "swish" in red. It does have a very old school feel to it; it reminds me of some kind of Million Dollar belt/World heavyweight title inspired design. That plain gold look.
Just read dags post and i would lean towards it being a side plate, if it is in fact real.
However, I truly believe some bored individual crafted this out of plastic to try and fool others. Just because a third party claim was filed means nothing. It's extremely difficult to prevent a forum from displaying certain things. I mean if WWE were that worried about a leaked belt design and managed to track the photograph over a blog and a forum so quickly; then why are they strugging so bad to stop several HUGE forums dedicated to showing their back catalogues? It took them several years to find one forum i used to visit that had downloads/stream links of nearly EVERY WWE ppv since WM1. I found the page with a quick google :S