While I do think they may have gone above and beyond in the swag arena, it's in the nature of the ski and outdoor industry. I don't remember the last time I ordered something from the outdoor industry and didn't receive a sticker with my order...Backcountry,com, Kuhl, Moosejaw, Clif, Black Diamond, Smith, the list goes on.
It's marketing material and cheap advertising, even if only a 1/4 of the people that receive it put it on their helmet, skis, snowboards, Thule box, local gas station pump, etc I would think the number of sticker "views" would go down immensely if they offered an opt out button.
I completely agree with the environmental argument, but I also can understand where Alterra is coming from making this business decision to include a swag pack.