Not particularly. Besides the fact that was only one of many possible delivery vectors available, e.g. XSS, direct compromise of a visited site etc, it's one with quite a high chance of succeeding* in the wild.

* when the target isn't already paranoid due to previous attacks and the bait isn't quite so pathetic in its construction...

Edit: I imagine they went with the SMS method due to its high accuracy and low risk of detection from third parties.