Some clever use of social networking style that's been successful in gathering those less (wine) geeky. The encouragement of interaction between winemakers and customers is also a laudable concept.
However as Steve says, they have overstepped the mark and there have been plenty of accusations of them 'astroturfing' discussions (be that by over-zealous followers, or people within the company itself is hard to tell). It certainly has seemed like there was 'choreography' involved.
So elements of what they've done could be applauded (and should be learnt from), but overall I've found them a disturbing organisation in the great tradition of marketing-led companies.
Drink coffee, do stupid things faster