You mean the last paragraph where they _volunteer_ to have coaching sessions with people? "Selling" usually implies an exchange of money or an expectation of something in return, but there's no product here – the author is offering their time for free to help others start or join cooperatives. Is it fair to dismiss that as "being sold" something?
Sure, but a startup using VC money to offer you something for free is very different from "I will personally volunteer to help you".
Also the entire point of sharing articles is that they're being read, so there isn't any way to avoid implying they're doing "self-promotion" – should people just stop writing and sharing articles?
Sometimes people aren't after some self-serving goal, and I think it's a little dangerous to think everyone is – charities exist. Cooperatives are more ethical businesses because they build democracy into their structure unlike traditional businesses, why would I assume whoever is talking about them isn't just hoping to see more of that in the world? Or do we reduce that to "that's just the author being selfish again"?
Perhaps the article is devoid of insightful content to such an extent that we were both forced to interpret its author’s motivations based on our preconceived notions of the idea they’re discussing. You believe they’re genuinely seeking to improve worker’s rights, and it just looks like another hustle to me.
One thing I can say for certain is that I did not get much from the article, and I suspect there will be comments that are shorter yet far more insightful than the article a few hours from now.
Many of the engineering blogs shared on HN have a "by the way, we are hiring"[0] stinger, or a promotion of the author's startup's product as a solution to the engineering problem described by the post, or if its a benchmark, then the entire post would be promoting their product as the superior product. This article no worse than others wrt self promotion.
0. Maybe not so much now, but perhaps we'll see an uptick of "I'm looking for my next move, if you're hiring, contact me."