Slippy: This is BB trying to be hip and cool.
The hip and cool went out and bought iPods and Beats.
BB, HP and Polaroid went out and bought the hip and cool.
One way makes the company money. The other way spends it.
BTW, not a new strategy for BB. They've been pushing their "for do-ers, not for looks" marketing for the last year. I think there were some singers and musicians involved in it. It's success can be measured...
"Our inventions are wont to be pretty toys, which distract our attention from serious things. They are but improved means to an unimproved end, an end which it was already but too easy to arrive at...." Thoreau