Dog Ear jumps on the Romantica Train

Self-publishing service Dog Ear Publishing seems to have noticed that a lot of people want to publish romance. Their latest Google AdWords campaign reads:

Bring Your Passion Alive
Publish your romantic novel, story or "romantica". Let your heart free www.dogearpublishing.net

This does bring a few questions to mind:
1) How long before they get a threatening letter from Ellora's Cave for trademark infringement?
2) Are those "ironic" quote marks?
3) How exactly is one mean to parse: let your heart free? Is it rental advice?