Actually that coin is really useful as a honeypot. I'm running both Scrypt and real bitcoin on the same machine. The fake bitcoin sitting in the default directory and the real one working with a -datadir switch .
To be honest I don't really care about the original intentions of the site owner if I can comfortably buy and sell stuff on the given site. If I would care too much about the intentions of most people around here I would shun "cryptocurrency industry" like the plague .
I guess as BTC prices going up, more and more "late adopters" and newcomers will go for alts as BTC will be something for "rich people" but alt are a good way to get some BTC. If I'm right then alt prices will rise too.
Yes, there are too much coins without any specific purpose (apart from pump and dump), but I think this is something like evolution. So, we will see which coins will be able to survive and evolve.