Really... Jeff Koons?

I was walking in front of Bloomingdales the other night and looked in the window and need to share what I learned. Jeff Koons in now collaborating with Bloomingdales making a limited addition shopping bag.  Cool that he is encouraging the use of reusable bags for a place where the bag itself is an Icon, but is it really setting a good precedent for contemporary artists?  In the past many very successful artists did this kind of duel branding, and granted it is Koons but really do a in store signing right in the midst of art season.