I can get on board with that critique. There's a part of the marketing scheme for this album that's selling itself as outre and forward-thinking, when it's actually pretty conventional. The guerrilla art thing is a cliche at this point.
The part of the album release cycle that should be celebrated was turning the single release into a record store event, and doing the multimedia rollout at the same time. That's how you can successfully bridge the gap between your current level of mainstream success with your roots in what's left of underground, meaningful music culture.