Very very bizarre!
I don't think they are necessarily tying it into the latest Saw film though, just a generalisation of the francise which did start of as very popular, (personally hated the first film and thought it was **** so didn't bother to see the rest).
Thing is with theming any ride to any movie it becomes dated very quickly. Look at Universal Studios, they are forever having to totally overhaul rides because their guests don't really know much about the film it is based on due to te fact it is not of their generation. This is, as both Ben and Joey have said, already dated. They are on the 5th movie of a very stretched out and overly cashed-in on movie franchise.
Yet on the other hand, if you read the "story" on the mini-site. It says about John Crammer (Jigsaw) being an engineer etc etc. So the viral marketing involving engineers makes sense and also his building a coaster, or stealing the blueprints or whatever kinda makes sense too. Jigsaw is trying to save others from complacency. "The kind of test that makes feel alive... just as you are about to die". Again, all that adrenaline and everything, the theme does work, despite it being it a different location to Jigsaws usual industrial building. (It may be worth noting that a saw mill, is still industrial property, but normally in the smaller more rural areas)
I thought they might go for a general Saw theme, and have that kind of hack n slash style story to it, possibly creating their own but I didn't think they would actually go the whole hog and put it to a theme. For me it has actually spoilt all the work they did on the viral marketing and creation of the backstory. It just feels like one massive creative cop out.
But, like Stealth before it, it is only a name and the public will probably still love the ride and therefore the targets they have to meet in terms of customer satisfaction and so on will be met.
Like I say, I just feel it was a perfect chance for Thorpe to create a really well themed original story for the ride and again, they have copped out with someone elses creation, a la Inferno.