At first I was intrigued... then it became obviously a gimmick. OK, the angels are cool. But the label over a groove... WTF. Yea, that's what I want to do. Run my $300 cartridge needle over paper in a groove. The only thing I can think, is they may POSSIBLY be a collectors item.

Jack White's New ULTRA LP

http://www.youtube.com/watch?v=i-8B-_Jq2ro

Here's the complete list of features on the ULTRA LP:

    180 gram vinyl
    Two vinyl-only hidden tracks hidden beneath the center labels
    One hidden track plays at 78 RPM and one plays at 45 RPM, making this a three-speed record
    Side A plays from the inside out
    Dual-groove technology: plays an electric or acoustic intro for "Just One Drink" depending on where needle is dropped; the grooves meet for the body of the song
    Matte finish on Side B, giving the appearance of an unplayed 78 RPM record
    Both sides end with locked grooves
    Vinyl pressed in seldom-used flat-edged format
    Dead wax area on Side A contains a hand-etched hologram by Tristan Duke of Infinity Light Science, the first of its kind on a vinyl record
    Absolutely zero compression used during recording, mixing and mastering
    Different running order from the CD/digital version
    Utilizes some mixes different from those used on CD/digital versions

White's new album is set for release on June 10th.