They could have built a nice "Link to your favorite lyrics" widget for people to include in their "homepages". Make the appearance customizable, jumble the HTML, and include some stock bla bla to make it "individual" and to appeal to google.
Then announce a competition. We'll showcase the best homepages that link to our lyrics in the most creative way. Maybe give away some silly prizes. Completely legal, nothing for Google to complain about, but gives you the same effect very cleverly.
Instead they did this brazen crap... makes them look very amateurish. Technically not very different, but the tone is completely different, and Google had no choice but to penalize it.