I'll laugh so hard if Madonna does this with her next album... which is very possible. .
Depending on its success, I already see katy and nicki doing apps for their next album. There's nothing wrong with that either since its a creative way to communicate and deliver new content to her fans.
Chances are she won't be pushing crazy sales for this era; that doesn't mean it's necessarily a bad thing.
Sometimes future-movement is more important than money in the bank.
I don't see what the app has anything to do with her pushing numbers though. She's said that she's also pushing physical and digital formats normally too. This isn't much of an indicator of anything honestly.