I like it. As to the reasoning behind it, I would say exposure/sales.

In 2002 the estate of Elvis Presley sanctioned a remix of his A Little Less Conversation. It became a global no.1 hit and revitalised interest in Elvis.
Sony is on record as saying they hope to do the same with the Ronson/Dylan remix.

Contrary to statements made to the media, this is not the first time Dylan has authorized a remix of one of his masters. Off the top of my head, I can think of at least 4, including the 2001 remix, by Funkstar De Luxe, of All Along The Watchtower.

I've been a Dylan fan/collector for 40 years, and this remix doesn't bother me in the least. The Starbucks deal.....Victoria's Secert commercial...it's all good.

I think it's pretty pointless, still, I just ordered 2 copies of the 45