Honestly I'm not sure it is. Sure, it's deceptive, but he's not serving ads that annoy, distract and often serve as a vector for malware. It's not clear (to me) that it's worse than traditional web advertising, which tends to be deceptive, illegal, scummy and annoying, dangerous and distracting.

And again, the trick with native advertising is to provide valuable content for the users, otherwise it's just crap that nobody will read. I don't know if the poster in question is actually doing this, but if he is, I wouldn't be so quick to write it off as scummy; bear in mind that oftentimes such pieces are identified as "sponsored content".