This has been increasingly prevalent on HN, and I'd (eventually) like to see something done about it. Sure, Hacker News is a project incubator at heart, so it will naturally have a higher ratio of CEOs:normal_users. That doesn't excuse how obnoxious it is seeing someone plug their SAAS-of-the-day on seemingly innocuous information (like how Fig hitched a ride on a Brew PSA).
It's frustrating me to the point where I might just leave this site. I'm sick and tired of this new-wave guerilla marketing.