I think it's pretty standard for 3♥ to be played as forcing in this kind of situation. It's more important to be able to explore for best game then stop in a dime with 3♥ the last making contract.
Both E/W are rather light for their initial actions, I would have passed, but it's hard to argue with success. If East had just bid 3nt and respected what should have been forcing (West can be much stronger), he would have found a lucky making game instead of going down.