I think this is really cool from a business standpoint. It reinforces their image and generates more curiosity and long-term respect than a sale could ever do. This is slightly reminiscent of Patagonia's "Don't buy this jacket" ad that went out last year, which I also in large part respected as a marketing effort and culture statement.

With this message, the "Sign up" link is the most attractive thing on the page. I'm guessing they'll get more press and more signups today than otherwise, and those organic signups will generate sales from e-mail campaigns. Really smart.