Yes, it can be. It can also be funny and informative, though. Check out the archives, a lot of topics build on past articles and not everything is a joke, sometimes there are clear and simple explanations of financial terms: https://www.bloomberg.com/opinion/authors/ARbTQlRLRjE/matthe...

He keep making jokes about how boring and unimportant he is compared to the people he writes about. How do you get pretentious or egotistical?

He's a harvard/yale educated lawyer who worked at goldman and Wachtell, Lipton. Of course he's pretentious and egotistical. He's also funny and informative.