the Cure's 13th

So the Cure drop the thirteenth album of their career in September, but before that they're releasing a new single every thirteenth of the month. It seems quite gimmicky, especially for an established and well-respected group of artists such as them. Has anyone heard of this? Or heard the new singles? It doesn't change my opinion of them but it does make me wonder how some other fans feel about this, and is it indicative of a possible demise for a band that's been around for thirty years?