I think it's a clever thing he did to basically guarantee he continues to get major traffic to his blog here every time a model is released, especially since he's taking sponsorships with a static banner at the top of every page now. I think he's trying to go the Daring Fireball route.

For me it is like if crypto bros were allowed to shill their DAOs and tokens during the crypto/NFT phase.

He is the only person not getting rate-limited for shilling AI all the time.