I must agree with you and tzaman on this. In a time when we are fighting hard to protect our personal privacy online, companies like this are trying to take more of it away. I hope beyond hope that this company fails miserably!
The poker analogy is an interesting one - I believe that it's been said that advertising is the only differentiation among products (or services) of equal value. Paradise Poker had a better interface and a wider variety of poker variations, but Party Poker (along with Ultimate Bet and Poker Stars soon thereafter) became the household names due to advertising.
