Madonna, Kabbalah and dog-bites-man story

From the BBC:

Madonna "upsets" Israeli rabbis

"Confessions on a Dance Floor features a song called Isaac, about a 16th Century Jewish mystic called Yitzhak Luria.

But rabbis who guard his tomb in Israel have said it is forbidden to use his name for profit.

Rabbi Rafael Cohen told the Israeli Maariv newspaper Madonna would receive a "punishment".

"Jewish law forbids the use of the name of the holy rabbi for profit," said Cohen, who runs a seminary named after Luria in the northern Israel town of Safed."

Um, Rabbi Cohen, unless you're doing your work for the seminary for no pay, you. too, are profting by using the name of a holy rabbi. Maybe you, too, will receive a punishinment. Like having to spend your time in Olam Haba with Madonna!

But the fact that Madonna is applying the Kabbalah in a manner contrary to Orthodox teaching isn't exactly news.

So why are the rabbis dignifying her aherence to a kabbalah cult with this condemnation?