I just don't think there's much point in discussing artistic or photographic merit in this thread at all.
Credit where credit is due. He's a business man, and a very very good one at that. He may not have invented this particular business model, but he's certainly refined it to a 'fine art' (sorry).
That he sells photographs is totally irrelevant to the business model.
He could have chosen anything for the particular medium, anything able to be sold in a small-ish volume as a 'limited edition'.
Cast sculptures would have worked, he could have even (literally) 'broken the mould' to prove that a limited edition was just that: limited (as it is, there's nothing besides his word that pictures won't be reprinted, although its in his business interests to stick to his 995, it works so don't muck with it).
Or furniture. Curtains. Cars. Leather cases for Leica rangefinders, or wooden upgrades of mediocre P&S digital cameras with a famous Swedish name on the side.
Anything you can claim to be 'limited-edition' and sell to Boganaires with no taste (or even those with taste, but who still seem to think it's money well spent for whatever reason).
The only reason we're talking about him on a photography forum is because that's the particular medium that this businessman chose. We should move this thread to a business marketing forum and be praising him for selling half a billion worth of stuff that cost a tiny fraction of that to produce, and leave the word 'photography' out of it...