I see this overall approach as more like flying a flag and publicly indicating culture because there's a particular crowd they want. This is how they advertise what's important to them and draw like minded people closer. That seems 100% legit to me, and super useful for any dev considering them that they're so straightforward.
No one has to like it or choose it for themselves, but I see it as nothing but laudable. It's a big wide market out there, and this is a quirky option I'm glad exists