Stealth on the part of misrepresenting their origin as endorsed by the site owner, not stealth as in hidden from the site owner (an understandable mistake, given that both are at issue here).

I am not a disqus user, therefore I have no idea 'recommended content' is their term for paid adverts. I sometimes read jacquesm's site, therefore I could reasonably mistake something[1] with that title to be recommended by him. He dislikes that this should happen without his explicit opting-in to such a system.

He's allowed to be pissed. Is principle so rare to you that you're mistaking it for entitlement?

[1] if disqus wasn't blocked by Ghostery, anyway