What kind of desperate attempt to get new readers and publicity? That is such a silly thing to say, no matter how much somebody hates Gaga. I'm glad they like Madonna's album and are excited for its release, as am I, but it's silly to keep pinning her against Gaga.
It would be the same thing, and the article would be relevant no matter since it's about Madonna.
So, why did they change the quote if they wanted to use it? If "Lady who?" would have had the same effect they had used that and not changed it to using GAGA,.