uci embraces its public image

Yes.  Unbelievably, this is the logo for the 2013 UCI Road World Championships.

Parody as reality.  Is this the UCI embracing (and laughing at) its obvious credibility problem?  Or is this some bizarre Italian cultural barrier which I'm simply not capable of doing the mental gymnastics to get over? 

(I'm sure it's the later, but it's still unreal.  Isn't there anyone in Geneva that has to approve this stuff?)