Ask HN: Required Sign Up Pop-Up on Homepage?

I just visited Boxed.com, a grocery delivery site - a pop up box required me to Sign Up/Log In, or else I'm unable to access anything on the website.

For me, and I imagine many first time visitors, that's a huge turn off.

I understand the aim is to create an e-mail list, but I feel the negative first impression cancels out the potential for leads acquired. Or am I wrong?

Thank you.