Canadian House & Home does a flip book to promote a line of cleaning products

Just what the heck is "sponsored editorial integration"? Apparently this is the description Canadian House & Home magazine uses for a "flip book" promotion whereby its back page  becomes an upside-down alternate cover for a multi-page special section promoting Procter & Gamble cleaning products. It's called Clean Style and features publisher Lynda Reeves prominently. This is complemented by a