SageMother is 100% correct on this.

He's building a list.

Think about it ... today it is getting more and more competitive to get names. It's not like the old days where you just put up a form and ask people to add their names to your newsletter. You've got to give them something.

Only had a very quick look at the site, but it seems like a great example of the kind of site you need to put up to get a lot of names