It's a blog post by the CEO, on the company's blog. That's completely benign and perfectly acceptable content on HN if the community finds it interesting and can discuss it curiously.

Please don't post like this on HN. It breaks multiple guidelines. https://news.ycombinator.com/newsguidelines.html

I did not submit to this to Hacker News. I wrote it for my audience on my newsletter.

I think you want a different word than "shill", since obviously he's not being deceptive about his association.

Maybe you meant to type "fluff piece"? That could be a matter of opinion.