I smell something suspicious...
I have used Bluehost for years, in fact, I was with Just host for years prior to them being allocated by BlueHost. I even used to be part of their affiliate program and would recommend their services to all of my side clients.
Just this past weekend I had a new client come to me for a site. I had them sign up with Bluehost. I simply hand coded a single temporary page offering the number for the business and a few bits of information with a 'new website is coming' message. So that is 1 html file, and I added a logo. So there are a total of 2 files in the public_html directory, and I logged on to find this message.
Is this where they try to tell my client they can purchase sitelock? Or do I report Bluehost for suspicion of upsell scamming their customers?