My contacts say this is a real and legit attempt to get out in front of potential regulation. Because of the regulations around credit data, it is derived from a variety of non-credit sources. The only information they are likely to use from this site is the email address. In general, they do not trust user-provided information.
I think the reaction they are hoping for is "I guess that's not so bad" but what I think they are going to get is "wow, you don't know anything about me."
Oh, and they really do honor the opt-out stuff. So few people do it that it actually improves the response rate of advertisers because the people who care enough to opt out are never going to respond.
I wish they put a hit counter on it. I'd love to see how much traffic they get.