The Guardian is extremely sociliast in its reporting. That's just not popular. You're not going to make any profit with that political viewpoint. (Although you'll certainly be popular on Reddit, the BBC, and other left leaning communities).
To make money, you need to be center / center right to appeal to most people. That's why newspapers like "The Sun" and "Daily Mail" absolutely dwarf "The Gruaniad" in readership.
If anything, to me it smacks of hypocracy rather than irony. It would be like a campaign setup to promote vegetarianism, bankrolled by a side venture selling beef burgers.