"Link baiting" to sell a book is a kind of tie-in, just like sound track albums and toys. If what you say is true, then this post is an example of the pop culture it depicts. That would be pleasingly self-referential.
Alas, it isn't true. I wrote a different post yesterday, one about the I Combinator in CoffeeScript. That one was a deliberate tie-in to my book. Some of the feedback I got from /r/javascript was that the idioms were unfamiliar to the JavaScript culture, which provoked this post.
So yes, I do write posts with the thought of promoting my book, but no, this wasn't one of them. But yes, as long as I'm writing a post I include a link to my book. Why not? I read a lot of posts with advertisements on them. Why advertise someone else's dream?
What I'm more puzzled by is why he seems to have written a Rorschach test instead of a post with a point. An awareness of the sociology of your chosen profession or discipline i think is a laudable goal and topic worth considering, but this post doesn't actually do anything to illuminate the subject or equip others with the tools necessary to consider the subject further.
Unsurprisingly, the comments resulting from the post are similarly lacking illumination.
He writes well.
He often makes interesting points or expresses a provocative (in a good way) POV.
He has been a notable contributor to HN, trying to keep the discourse here civil and high-signal.
Good for him if he has a Coffescript book for sale. I'm not a Coffeescrpt fan, but I'd bet this book is good.
"Link bait" is perhaps the last thing that comes to mind when I see a post from Reg.
Because I like them. They are usually interesting and I even learned to recognize his nickname on HN because of quality of his writing. So I upvote.
Repeat that times 100 other HNers who think the same.