This isn't really about what one thinks about Lady Gaga (I personally like her, but that her substance is, somehow, left out of her music. I lwill always love a well-crafted three-minute pop song, in the end.) It's really not even about surround, in some ways.
There are very few things in the music business people find worth buying anymore. One of the few things people currently buy in bunches is Lady Gaga albums. Therefore, giving people Lady Gaga in every format possible means more visibility to whatever you sell.
At some point, probably right around Christmas, "Born This Way (Extra Special Super Duper Edition)" will be released. Instead of two extra remixes, for no additional price to the listener, something "could" be thrown in there.
Look, none of this is going to actually work and the music industry is, actually, pretty well f*cked. The surround industry does a fantastic job of marketing 99% of what it does to the same exact demographic. It would make sense to me that expanding to new audiences who are going to, eventually, grow just as old as Rush/King Crimson fans are now, would be a way of reaching out.
And, again, I work very cheap.