Lol old people on this forum are funny. While this move doesn't bother me nor am I jumping about it... it doesn't matter... it's marketing. 50 cent owned part of Vitamin Water before they blew up. It's all marketing and advertising. And the generations are far apart. Just like you all can say you don't know who Swizz is... I can say the same for probably every actor, entertainer, or whatever from your genre... but the fact is that it is more of us than you lol... and as you all know and complain about... MOST people buy exotics for status. This is only about "selling" cars. The "Lotus Philosophy" is why Lotus is nearly dead now.
"more of us than you" -- you lost me there, is this a racial comment? So what you are saying is change the demographic to people that like bling and rap music? So long as it "looks" cool, it doesn't matter what the content is? Interesting, if that's your POV then Lotus is going to have an even more narrow sales appeal. I may have put words in your mouth, but that's the message I got from your post.
But who do you think would sell more cars Swizz or say Lewis Hamilton? If that really is the goal to "bring Lotus out of the grave" and into a new demographic?
Marketing is simple, it doesn't take Swizz or any other ego inflated person to understand a market. You figure out how much the car costs to produce and support (warranty), determine what profit you want to make out of it over projected quantity/sales, and you have the car price.
You then buy marketing data from one of many large corporations that specialize in gathering and housing this data (IDC and many others) and see who is buying your car in that price range. Now take a look at the cars being purchased and see what they have (features, performance, luxury, etc.) -- you compare those results with what you want to sell. It's really not that difficult and wasting money using Swizz for an "image" is definitely not helping IF Lotus want to continue to sell sports cars.
I can only assume from the hiring of Swizz that Lotus do NOT want to continue selling sports car. Maybe that's why Ferrari let Dany go ... he tried to tell Ferrari that SUVs is where it's at and they laughed him out the building.