I too promote other shops as a gesture of goodwill with my fellow artists, but I'm not sure I like Etsy doing it for me. On one hand, I can see that Etsy is trying to drive business (sales) in a pro-active way.
This works for Etsy, of course, but possibly not for the artist who made the original item and might want a chance to design something for the person looking. I think I'd prefer that Etsy made this an optional "service," to which I, as an artist, could subscribe or not.
Thanks for raising the issue!