My theory: Gap knew it was a crap logo. 

Which is why they also knew that it would be get talked about…a lot.

How do I know they weren’t being serious with that 10-minute Powerpoint logo?

If they were serious they would have updated every single social media logo, email campaign header and info-graphic globally all at the same time. In store signage would already be on display and new gap hoodies would be available for me to purchase.

Why pay for a rebranding when the audience will do it for you?

Design websites around the world started contests to find a better logo. 

Fake changing their logo was the biggest hook they could throw into this big ocean of a Internet and every single designer bit the line.

- Lee

(update: They are sticking with old blue faithful, an opportunity missed in my opinion)