The original MoonSwatch was a genius marketing move. Swatch had not been talked about like that in the public since the 80's and at the same time Omega Speedmaster sales went up. Of course they want to ride this wave all the way to the end and why not.
That said I loved one of the comments on the article that said it should have been named "Fools Gold" due to the prices on the secondary market some will pay for this.