I think they're trying to do something good with the site (give people a place to store their reviews, etc), it just sounds like they took a mis-step when it came to publicizing it.
Spam is one thing, but this is closer to the line than a Viagra ad that goes out to everyone. I do internet publicity for a living, and I can tell you that this kind of approach is well on this side of the line. I am an old timer too, and am very sensitive to spam and being exploited, but there has to be a line within which we can all survive. If you like the idea, fine. If you don't, fine also. But condemnation?
It is extremely hard to find your market in the world of marketing. This company wants to find cigar enthusiasts. Where else do you think they could go to find us? Now that the peer pressure thing is in full effect on this forum, no member is likely to post that they found this site to be interesting. Thus, we can't even discuss it. That's not right, IMHO.
[Full disclosure - I have absolutely NO connection with this site, cigarsteward. I knew nothing about it until I read about it here, in this thread, this morning. And I do find the idea interesting.]