No that's the author of 100-Hour Body (definitely not my opinion of worthwhile literature), right? But I think I understand why you'd have that impression. This kind of "personal branding" definitely has a similar taste to that kind of ethos. Although I don't think it's fair to necessarily opine on this particular blog post, there's nothing abjectly wrong with it, by the same token it does seem a little off for HN. Still, if your goal is to build a brand so that you can sustain yourself, maybe it's not such a bad thing. Approach is definitely important though...

Edit: apologies, the author of this article and the referenced are one in the same, according to the author. My mistake!