It's content marketing. They run two design businesses on the side.

http://blackappl.com/main http://www.hatebranding.com/

IMHO not cynical, but a valid question. I was thinking the same. The site has no privacy policy or even good explanation how your data is used other than generating the outputs. "Startups please enter your ideas, and we do our magic with it.".. I would be quite hesitant to do so.