That is fail indeed... I saw a similar thing in a presentation from the owner of fanbooster the other day. Lot's of "broken glass" fan pages. Useless! Complete misunderstanding of what social media is. You need to provide a value to your connections before they give you likes.
I agree. 6,958,517 "likes" (at the time of my writing) may be perceived as a successful campaign by those who initiated the "like wall" as well as other marketers. Which some may use as fuel to do the same. Which is as you said a "complete misunderstanding" of social media.