Ask HN: Did VSCO just trick me into signing up?

I just got an email from VSCO saying my account was logged into from a new device. I didn't remember having an account but the email looked legit and linked to an actual VSCO password reset link so I followed it.

I "reset" my password on VSCO's site (using a randomly generated password) and then when I went to login it asked me to set a username, which I'm not interested in so I aborted the process.

I double checked my emails and the new login email turns out to be the first email I have from VSCO. It seems like something shady is happening here but I'm not quite sure how to pinpoint what it is.