This is absolutely what is happening. He definitely has a grand plan with this album and is making it into a highly artistic concept. You can see that from the fact that he is sold vitamins, toiler paper and other random things. Some see that as selling out, but its just a part of this whole concept. If he continues to do that after this album, then I think there can be a little questioning.
I think its pretty cool because he has never done something like this. Its nice to see him growing as an artist even if the end result isn't what a lot of people were expecting. I just hope this doesn't begin the transition from musician first to "artist" like a couple other people have in the past (David Byrne, St. Vincent come to mind right away).