"Instead of utilizing the standardized protocol of email, lock yourself into a proprietary project management tool." How is this supposed to be compelling? An

"Instead of utilizing the standardized protocol of email, lock yourself into a proprietary project management tool." How is this supposed to be compelling? And would the recipient of such an email be in a position to decide "I am going to use [a new project management tool] in order to effect [marketing slogan]"? It seems unlikely that anyone with the authority to make that decision would find themselves on the receiving end of this. What's the end game behind this service? Is it simply email harvesting? An attempt at an underground/"viral" marketing campaign?