Progressive consent makes sense though: in starting out with an app that i have no previous trust relationship, "Hide my email" sounds like a good idea in a trial balloon. If after using the application it tells me that to better use its collaboration tools it would like me to consent in giving a more direct email address, I might change my mind given changes in trust relationship (I have been using this app for some time and I trust it more now) and/or greater context for why the app is interested in a more direct email address ("make collaboration easier").
It's not necessarily shady or user hostile when done right, and there are plenty of opportunity to add trust relationship building as a part of the consent process (links to privacy policies; details about marketing policies; etc).
It's also not that different from how many iOS applications (at least) are encouraged (in App Store best practices) to handle consent models for location tracking and notifications: ask the user as they become familiar with the application, not up front, and provide as much context as you can.