It's a mad crazy pipedream in the hands of some people who are probably not qualified to make it happen. But it isn't a hoax.
Firefly Season 2's website has a survey. You might think this is just a harvesting engine for spammers and you might be right. But all fields are optional. You can leave the email field blank. You can leave the name field blank. The worst thing that happens is that some spammer learn that a lot of people like Firefly.
There is discussion of this in a lot of places.
Anyway, don't get your hopes up but it can't hurt to fill out the silly little survey. It is not a hoax. It is, apparently, not a scam. It is at worst just lame.
EDIT: Here's Sci Fi Wire's take on it. This basically confirms my suspicions, the guy really exists, really has this plan, but hasn't even talked to Joss about it yet and isn't being taken seriously. Joss is still willing to do more Serenity universe stuff, including possibly a TV show, but isn't actively working on it.