Definitely stupid. Even if the book were good, they've shot themselves in the foot with their initial promo material. Between that and Joe Quesada's idiotic response to people questioning the Divas concept, I think it's fair to say a lot of people will boycott the book.
There's something to be said for customer service, you know? Jerk your customers around, use offensive advertising and then respond to their concerns with passive aggressiveness? That's just bad business.