They are just pressed and try to start some drama.
Let's not act like Gaga not paying radios was not a part of her "marketing scheme" when she offered a meeting to the fan that bought Applause the most of times on iTunes.
this is ridiculous
literally everyone is doing this in the industry not just Katy's label (yes, LABEL, not the artist themselves)
but I guess, whatever it takes to bring the biggest current popstar down