To me this is just another example that Kanye has no real principles outside of egoism. In the past he has been very adamant about how paparazzi and celebrity media is evasive, and violates the privacy of people. Yet here he is buying one of those very same pictures and using it out of context, to sell a product.
One more thing: remember a couple months ago when Lorde made a subliminal joke about Whitney's bathtub suicide, and the Coli thread was full of people getting mad?
Cac Musician Lorde posts disrespectful Whitney Houston pic
Nobody mad about Kanye tho. Interesting.