I believe the aim is to promote "Teo and Tea" brand, not Jean Michel Jarre.
The investment to be made must not be that big, so it's being wisely managed and I like the way it's being teased.
Even the "limited" 5000 copies, it only shows they *know* they probably won't need more in developed markets since it gets copied at speed of light, literally. Parallel business units, like this one (merchandising), branding (Teo and Tea), advertizing, concerts and such is where the bucks will flow - selling millions of copies is not only getting rarer, it's really getting rarer...
Or rather, make Jamie's areas of business a bit wider, adding more biz units is not only wise but probably necessary (I hear he paints well). Also, spreadshirt is nicely known (I intend to use it, but to make clothes for myself

), along with many other trusty partners (google, paypal, payloadz, youtube (google), flickr (yahoo) and so on).
Kind Regards,
AMR
http://www.alvaromrocha.com