You are probably right.
I am (was) a player myself at Rewards Casinos. I asked them several times to remove me from their mailing list. Eventually they did it. I haven't received any mails for months - until 2012. Since 2012 they send me every day (!) at least one email. Sometimes it's 2 or 3 mails a day. That's no affiliate spam, it comes from casinorewards directly.
I do not want to think about how much damage it causes to my earnings... January is (so far) the worst month compared to any month in 2011.
... lol and my AM always asks me "What can we do to increase the amount of new players you bring". Always wanting new players, just to steal them from me!