Smashing Magazine - bold revenue move

Looks like for a brief period of time they redirected all of their traffic to an advert for their new e-book. Seemed to have annoyed a few people by doing it and they've put it back.

I can understand sites like this needing to make money, and I love the articles on there, but redirecting all traffic seems a bit of an extreme solution to a revenue problem?

What do you guys think?