There is nothing bad with EMD´s as long the content on it is from high quality. EMD´s are also part of brand signals in my opinion! If you have a product you will want to have the domain name for the product, no?
I think the confusions about EMD´s started when G sorted the free.widget.blue.colour.to.download.com domains. I don’t think its an generaly G attack on "real exact match brand" domains!
In jaimes situation I would say its a negative EMD (in my opinion) as I can not see the attention of a brand behind. Looks more than a directory using keywords in the domain. I would not recommend that. I also agree with Whitey that promoting more domains is really really resource intensive and I duo if it pays off at the end!