Replying to Question threads by manufacturers

This is a trend that started with the xx/xx (year) ON3P threads.. The ON3P guys being awesome as they are, people could ask questions about their gear in there and they would awnser.. This is in gear talk which sounds logic.

ON3P got a lot of attention by that and Surface Ski's noticed that and started the thread 'Surface Noise':
'The official thread for all things Surface. We will check it every day and do our best to answer your questions about the brand, the product, the team riders, new plans, trips and other curiosities. For better or worse.
Check back every Friday as we will choose one random contributor to this thread and send them a complimentary care package to their doorstep. Simple as that.'

Today I open gear talk and Amplid started a thread just like that..

What do you guys think about this?
Can't they use cults for that?
I dont think it is desirable to have gear talk stuffed/contaminated with these 'Ask a question and we will awnser'-threads..

Discuss