Can you see Gaga actually playing all of us with this pre-planned idea regarding ARTPOP. She likes creating a concept or proving a point with each album like in The Fame the whole concept is fame hungry music and greed. ARTPOP's concept could be the demise of the "it" pop girl which is ironic when she displays the birth of Venus in multiple platforms, where is she is dying as the "it" pop girl.
regarding the flop maybe she did it also to ditch the pop act for something better for her at least..