It sounds like Bansky's doing this: http://www.droplift.org/ but with less radical aesthetic and a few years late. And you're right, the whole thing does smell. The CD still scans as Paris Hilton so she still gets the royalties and who's not going to notice the markedly different cover on a few CDs in the bin? It sounds more like the label went, "This is a shit album that no one's going to talk about once it's actually been released so what can we do to get more free ad space?"