I'm a software developer and will often create my own certificates for testing purposes, and in my test lab people will trust them, however out in the wild there is no excuse for not getting a proper certificate signed by a proper authority.
Not only is this coming across as the company trying to do things on the cheap it has the possiblity of unraveling the trust of SSL for places you actually care about. If this becomes wide spread just think of the phishers create a copy of A Bank's site make their own SSL and put a note on the login screen "Dont worry you have to do some work to trust this certificate everything is alright honest guv."
Personally I normally trust self signed SSL certificates for sites I visit if they have them as i know the risks, but to potentially undermine for general users is just mad.
"I have not the slightest confidence in 'spiritual manifestations.'" -- Robert G. Ingersoll