GAP's New Logo Debacle is Brilliant

Maybe it's just the marketer in me, but am I the only one that believes that GAP's new logo controversy is intentional? Not only is it purposeful, but it happens to be brilliant marketing.

For those unfamiliar, read this article: http://www.bbc.co.uk/news/business-11520930

Here is the new logo in question.

Do people really think that a world class fashion brand would downgrade their public image to a logo that looks like it was designed in Microsoft Word? There are so many reasons why this logo would never be approved by anyone. After all, I haven't read anywhere of ANYONE thinking it's at least a valiant attempt at a good concept.

I can't be the only one that caught on to this, can I?