Is the album so bad they need the extra hype?

RADIOHEAD Promote ‘Thief’ With Guerilla Marketing
A number of sign posts in the Los Angeles area have been plastered with a secret poster campaign promoting the new RADIOHEAD album.
The fliers read “Hungry? Sick? Begging for a break? Sweet? Fresh? Would you do anything? We suck young blood? We want sweet meats,” which happen to be lyrics from the “Hail to the Thief,” track “We Suck Young Blood.”
The poster also includes a phone number, 866-868-4433, or 866-TO-THIEF, where callers are treated to a preview of the album depending on what menu choices are made.