So back to your question, do I think this is spammy? No, because this project will never generate enough transactions to matter in the slightest bit to the size of the blockchain. However, I feel the project is important to demonstrate a point which is this:
Bitcoin as a programmable currency protocol has enormous potentials beyond just sending transactions. And OP_RETURN (when it does become standard) has important implications for smart contracts, using Bitcoin transactions to prove / transfer ownership. The objective of this project is to raise awareness in that area. And make developers realise the potential in a fun way on Valentine's Day.
At most, I would say using hash160 output to attach messages is not an elegant way to do this compares when OP_RETURN does become standard. But I believe this awareness that we generate is far more important to Bitcoin development.
It seems if people want to use blockchain technology for messaging, they should create a new blockchain and not clutter Bitcoin's.
This chart is scary enough without throwing new use cases into the blockchain (e.g. messaging) that have nothing to do with Bitcoin transactions: https://blockchain.info/charts/blocks-size?timespan=all
I don't believe that people will use the Blockchain for messaging. It will cost you 60c per message. I certainly wouldn't use it for messaging.
I think the implication is being able to use OP_RETURN (which btw does not add to the size of the blockchain because it is immediately provably prunable) and people will be able to attach payload onto a transaction. This will be important for this currency to be far more powerful beyond just sending money around.
If the blockchain can't handle a few spammy message transactions like this, how could it handle taking over the world?