I presume someone in the picture library has a folder of photos of him looking like a smug toad because sometimes he has a fag or a pint in the way, so you can't see properly.
It's more that they chose to run the party finances as a company. The company itself cannot compete in elections as a candidate and does not get representation at parliament.
It's a first. Bizarre=scummy attempt to avoid responsibility
Pretty sure it's a case of he found a loophole that allows him to avoid claiming his own fiscal status, using the independence of the company to avoid claiming personnel donations as party donations.
But that's just a guess based on him being a smug toad in general.
EDIT: Also, that likely only worked until he became an MP. As an actual representative, the separation would be non-advantageous. What with acts in parliment being covered by parliamentary procedure, not legal jurisdiction.