ScubaToys is clearly a strong brand when it comes to dive shops, even more so with the forum crowd. But beyond that, they also have a lot of loyal customers to having a community to foster that makes a ton of sense. I would imagine the primary goal is to keep people engaging with their business with all the general dive talk serving as a secondary benefit.
The ScubaToys staff has been on SB for years and other forums as well I'm sure, so they know how to handle selling vs giving information and allowing discourse and in my opinion, they do a great job of walking that line here. It's a forum for a business, so of course it's going to have a business driver, but that's nothing new, almost every forum is a business as well and many do a great job of keeping that seperate from the conversation.
Of course, only time will tell how well they are able to tolerate blatant bashing of the products they carry but I'm sure they'll allow a fair amount of back and forth so long as it's done intelligently.
Makes a lot of sense to me for them to have a forum and yes, I am a member, although I just started posting.