If we're being half way serious here I'd say its part of a wider plan to comfort the nation?
Every city has always had a telecommed up building with a floor where they dont sort Grannys phone bill. MI5 had dropped the time honoured practice of recruiting over a nice cup o tea at Oxbridge and gone for a hippy website. Dame Stella Dench-Rimington has written her memoirs and MI6 is recruiting people who fancy a sun tan at www.mi6.co.uk
So people pass a building in the countryside and it says GCHQ and we all feel a little safer.
I hear they're launching a range of branded leisure wear come the autumn.
There is already a best selling magazine, the tilte artfully shortend to GQ and it purports to be full of grooming advice ( not the sort of grooming that biped does! That is illegal!) And fashion tips, but when you read between the lines - best achieved by soaking the paper in bull urine and rying over a fire made from aborted foetuses - then the true meaning becomes clear!