It becomes pretty obvious when a person views HN as just a SEO fountain. Occasional self-posting is fine. This is extreme. Especially when you consider he seems to be involved in both componentowl and dextronet. That's blatant continuous self-promotion.
I don't care so much about self-posting (I do it all the time), but it was a little bit of a shill (and I'm guilty of that too, so I can't be too critical). I think the overall article was amusing and made sense... I see no problem with it (other that the plug at the end which wasn't a big deal IMHO).