Is it just me or you also think that the fact that he mentioned and linked to his company 3-4 times in the article shows that the article was written to advertise his infinite beta shop?
give the guy a break. He is drawing on his experience in building products at Infinitely Beta. Blogs from other product company founders often mention the work they do and sometimes (horror) their company names.
They don't do outsourcing/services. They aren't a "shop" any more than any other product company (funded by YC say) is.
If he were trying to use the blog for marketing he should have linked to his product (paisa.com) a few times.
(I have no affiliation with IB, fwiw)
[answers phone] Hello? What? Well if you can't work as a Marketing you're all fired. That's it, you heard me, fired! Get your things and go.
[redials phone] Hello, security? Everyone on floor 4 is fired. Escort them from the premises. And do it as a Marketing team. Remember, you're a Marketing team and if you can't act as a Marketing team, you're fired too.
Don't you think the point of this article was to be say out loud that they are now a "shop" ?!
Besides these days, it would be a fool who would not use such marketing techniques to keep the buzz up, it helps in many ways, one - attracting good developers and everyone does it these days.