If the result is that women end up swamped in these messages, then it is literally spammy. Sending everybody a "Hey" is no different from sending everybody any other sort of message, ad or otherwise, and calling that out is not excessive.
We used to all fight against spammers like the Spam King, because everybody suffered equally from that flood of unwanted messages. But because these minor spam lords only target women, it seems lots of men think it's not really a problem. If the people suffering from it think it's a problem, then it's a problem. And as far as I can tell, a lot of women on such dating sites do consider this a problem.