It looks cool but I am sure it is more of a "you scratch my back and I'll scratch yours" thing between the two companies rather than about selling more jeeps. Getting out of hand? Yea probably but it's all about making a buck. Business is business.
Eddie Bauer did this (ahem) *stuff* with Ford a decade (2?) ago... they basically slap a decal on, use some factory default color scheme, and charge you an extra $800 or so more for the vehicle. I suppose if you have the money to waste it's a cool thing.