I don't think Turbine approached the wall with an evil gleam in their eye, they honestly thought this could be a win for everyone.
You answer survey for a 3rd party.
3rd party pays Turbine with real life money. Turbine wins.
Turbine gives you free DDO points. You win.
3rd party finally gets to find out which snack chip gamers prefer. 3rd party wins.
The implementation killed it with the initial scummy 3rd parties, their malware, and privacy concerns. Would players accept the wall if it comes back some day with these issues all handled very well? Hard to say.