This is certainly a very different type of film to the usual hollywood, mass-media nonsense. I think this is a deliberate ploy by the independent-minded genius that is Moodysson. I took this film to be a vehicle for venting his rage at all the (aforementioned) rubbish spewed out in the name of consumerism. Perhaps it's because i sympathise with his sensibilities there, that i loved the film, but perhaps there's more to it.
It's expertly shot, visually very exciting, with fascinating use of different media, and has some magnificently portrayed characters - the porn "director's" adolescent son, for example, is a massively empathetic character who it's very easy to identify with, i would have thought.
To summarise - the film is trying to make a point, and does so through the 'choppy' and direct style (we are the MTV generation, after all) as much as the content and irony deployed. Great film, pushing the boundaries, but not one for your gran. Give it a try if feeling adventurous, or just if you're not closed-minded and very set in your ways.