Just feels like sensationalism to me. If there's life on Mars currently then why is it being so secretive? If there was life on Mars in the past, why the cryptic clues?
There's plenty of good reasons to go to Mars without confusing the issue.
If you look at the rocks in the background they look about normal rock size ( in a perspective type of way ) which would make that shape absolutely tiny
NASA admitted shortly after releasing the "face" photo to touching it up to make it look more real for a joke. It looks to me like they are doing the same thing again.
What would you do if you had to look at 10000 photos of boring marsian landscape every day looking for something to write home about? Wouldn't you get a bit bored...wouldn't you go after a bit of publicity/sensation?