I agree that if it was an advertising then it would be... well, 'immoral' is a strong word, but I get your point.

Simply I don't think that's the case. I follow his blog every now and then, and I never was under impression I was being sold something.

If people would perceive something like this, I think the damage to the image of the blog would largely offset any financial gain of 'sponsoring' a particular product.

Jeff has been blogging for years, has an incredibly successful company behind him, and probably more money that he knows what to do with.

For the life of me I cannot see him 'selling' his blog like that.