Well, it was someone's initiative, someone had to make a website at the very least. That is some fancy design... There are a couple of logotypes at the bottom of the site, some big companies are involved maybe. This probably isn't a good reason to shit on the whole movement though. I just don't like their radical attitude towards suicide, as if it's never ever an option (zero). And the treatment is likely wont require your consent... They treat such people as contagiously sick.
There is something else that stirs up my distrust, suicidality is the cause of the most hassle when it comes to tracking down and preventing. Not drug abuse, or abuse at school, or at home, or some nasty medical conditions, whichever they are... Sorry, I don't know how to describe it properly. Imagine if diabetics would get tracked down and put involuntarily into hospitals where they are checked on allergies, stuffed with the food their bodies need to function properly, and to fight off autoimmune diseases, or whatever they are. Get educated about nutrition, at least the basics. About garbage food that is best to avoid, about how food manufacturers put artificial flavors to trick your senses, put in a colorful box to attract your attention... But no, they focus on fighting symptoms as @Tortured_empath said. We can poison and harm ourselves, intentionally or not, but it's all fine until suicidal intention floats to the surface.
I really cannot tell at this point if the main cause of this initiative is to squeeze out more juices from suicidal people, or a genuine concern about their well-being. I'd wage on the former though.