How often does a Penguin Classic release get prime exposure from British newspapers and a myriad of other outlets including BoingBoing? The answer to this question is the prime motive behind this choice.
Only 4 months ago, Penguin merged with Random House to build a corporate colossus that will desperately try to survive the oncoming onslaught from the Digital Age of Publishing. This is one of their first moves to get as much free coverage as they can, and sell as many editorial products as they can. Penguin is a brand, not a cultural institution; they sell book-shaped widgets for a living, and now they have to sell more of them, faster. Expect more shocks like this in the next few months.