I think Meltzer has addressed this already. Basically he feels they are paranoid about web hits going down and have done this to generate interest.
Personally I'm surprised. WCW during the Monday Night Wars aside, it's VERY unlike them to acknowledge their competitors in any way whatsoever. And it isn't like TNA is close to being the threat that WCW was in 1996-1998.
Can't see TNA complaining about the free exposure though.