I can't speak to this particular publishing come-on, but as a teacher, I have received, over the years, a notice that I "have the opportunity to nominate outstanding students for a National Academy of Science award, and the students who are selected will be included in a "yearbook published annually". I took it seriously the first time I received it, thinking, "what an honor for these students!", and turned in their names in the required manner. Then, as the school year played out, I found out that the company had found ways of ferreting out the addresses and contact information (I hadn't given that kind of information to the publishing company), and they began to send pitches to the grandparents and parents, emphasizing how important it was for them to buy a copy of this yearbook (at about $80. per volume) for a keepsake for their child for coming years, as well as order keychains, mugs, wall-hangings, and other momentos with the award company logo onto it. Some of those parents and grandparents could ill-afford an $80 yearbook with their child's name in it, and I came to feel this was an elaborate exploitive, self-serving sales-pitch, (not at all what was portrayed in the original flyer.) I started putting those things into the trash. They were persistent, I must say, and continued to send multiple notices of deadlines.
This modeling thing could be like that. Just watch out, and maybe check with the Better Business Bureau to see if there are complaints.