As if there wasn't enough controversy  the first time around, Amazon.com today put Lady Gaga 's new album 'Born This Way' on sale for a heavily discounted 99 cents  for the second time this week.
The announcement came in an early-morning Twitter post  in which the online retailer said the following: "We're doing it again and this time we're ready. Get @ladygaga's Born This Way album for $0.99 today," with a link to the Amazon sale page.
The reference to being "ready" refers to the many delays and server problems  consumers experienced on Monday, when the online store announced the one-day, 99-cent bargain and was overwhelmed by high demand  for the discounted promotion.
In a press release, Craig Pape, Director of Music for Amazon, said, "Clearly customers are really excited for Lady Gaga's new album - we saw extraordinary response to Monday's promotion - far above what we expected - she definitely melted some servers. So we're doing it again, and this time we're ready."
Lady Gaga's label and management have stated that they were not alerted to or involved in Amazon's promotion.
While it's unclear if another day of the 99 cent "Born This Way" promotion on Amazon.com is truly the online retailer's attempt at making amends for technical problems earlier in the week or just boosting its new Cloud service  -- or both -- one thing is certain: Gaga will continue to own this week's headlines.
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