Yes, I think that is how they do it. Usually you don't have to go through all the pages. Some times if they have a search box, you can type it there and it will take you. Some sites are slow at times getting the icon posted or working. They had actually pulled two sites after they were still unavailable after a week.
Some of the sites will give you a riddle or something similar to figure out the clue.
If they don't give a hint, my first stop would be the newletter sign-up, then the main fabric page and then try the kits page.The "what's New and "Sale or Clearance" pages are other places that are common.