IMO half yes, half no.
Yes it's helping because it helps collectors get cards that they could only dream of ever getting and getting a great deal on PC stuff every once in a while.
No because it makes collecting a little "too easy" for collectors now. You can just sit there behind the screen, click a few links and you've already got some cards being sent your way.
Plus it's re-enforcing the fact that people can't separate baseball cards from having a price tag on them.
Pandemonium Doesn't Reign Around Here, It Pours