My friend Harvey says it looks like someone's been using it for target practice!
Other reports have it that it's a confused comet. Certainly, it is an exciting new wonder of nature.
Observers are trying to learn if it is spinning, breaking up, or if there are more of them.
Not long ago, Hubble spotted a peculiar X-shaped object, thought to be the result of a collision, although alternative ideas are not ruled out. http://www.spacetelescope.org/news/heic1016/
http://hubblesite.org/pubinfo/pdf/2013/52/pdf.pdf
Here is the paper on P/2013 P5 from Astrophysical Journal Letters.
The authors hypothesize the body is showing rotational mass shedding, presumably due to torques imposed from solar radiation.