Something Rotten in the Milk Churn

This just in via the Guardian's Media Monkey. Squire of all that's punk and scourge of mini-Welsh popstrelle Duffy and the Queen (not necessarily in that order), John Lydon, aka Johnny Rotten, is to appear in an advertisment for Diary Crest Country Life Butter. How punk is that? Never mind Flogging a Dead Horse how about the solidified juice of a live cow?