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They are cross-promotional inserts for other indie games, designed purely to help indies get noticed. They were also confined to secret areas.
It definitely doesn't go against Oddworld's philosophy.
That said, due to the backlash, they were removed on other formats.
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If so, I think a better way to do this would have been to place a button in the menu like it was done in Half-Life (The button was "learn about Valve's other products" or something like that).