So, I've found our answer after digging deeper.
Turns out these pop-up surveys are very common when a large, national advertiser is doing a branding campaign (in this case, Columbia who's ads I'm sure you've seen on the site). The surveys are embedded in the brand's ad tags with a frequency cap of 1-2x per week, and the advertiser uses them to get deeper data on the response to their ads. They are looking for data that goes beyond click-thru - things like awareness and positive impressions (you know, "warm and fuzzies") about the brand and products - its hard to measure these things without surveying and the marketing team uses the anecdotal/survey data to justify the return on their marketing investment.
I'm sorry for the annoyance, but looks like this is a necessary part of landing a direct deal from a major advertiser like Columbia. And unfortunately for them they are probably throwing away all their warm and fuzzies by intruding on users with a survey! (I think that's why they make it so hard to tell it came from them originally). Feel free to ignore the survey, or to take it once, totally up to you.