It seems a bit far-fetched but I don’t think it’s a joke. It looks like a novel approach to releasing an album as well.
I’m not sure about the choice you face though. You can either get it as a digital download, or you can stump up £40 to get a ‘discbox’, which contains versions of the album on CD, vinyl and download. And wait until December for it.
Gah, I’m just excited that new Radiohead material is being released at last.