He writes because he loves writing. People can tell, and thus like reading it. If that creates a "brand", there's not much he can do about it. He's an active, valuable, good-faith participant here, has a subject matter expertise in something HN obviously cares very deeply about, and isn't going anywhere.

Looking at the examples, each one goes to a different post that is relevant to the discussion. For me that's fine.

I'd be unhappy if it's always the same link, for example to the top of his blog. Or different post to slightly related topics.