Honestly though, I'm surprised we haven't seen this from well known 'celebrity' accounts on Reddit.
Celebrities on Reddit don’t have great push marketing channels. And in general overt marketing doesn’t work well on Reddit. That audience likes to be tricked into buying things via clever organic “news”.
Other sites like Instagram are much more amenable to brand marketing like this.
It’s just marketing, I don’t see what’s so strange about it. He runs a public brand, and he looks for products that he thinks can be effectively marketed through that brand.