Spamming is defined as sending a single message indiscriminately to a bunch of recipients. Old mate sent a single message indiscriminately to a bunch of media companies hoping to get publicity for his personal cause. Yeah, that's textbook spam.

> Pushing out tens of millions emails a day for years - no, that's creative.

No clue what kind of whataboutism you're trying to bring into the conversation here but it's irrelevant.