It's Scoble. I guarantee he's not carefully crafting anything other than his own thoughts. I appreciate the fact he calls out his emotions in his posts - why blame him for your own emotional response to reading it?
With ~5 mil readers I suspect he is indeed taking the reader's potential reaction into account and adjusting his writing accordingly.
>why blame him for your own emotional response to reading it
I was commenting on the impression that it create rather than blaming anyone for anything.
https://en.wikipedia.org/wiki/Affective_labor
https://en.wikipedia.org/wiki/Superficial_charm
https://en.wikipedia.org/wiki/Impression_management
https://en.wikipedia.org/wiki/Personal_branding
https://en.wikipedia.org/wiki/Reputation_capital
https://en.wikipedia.org/wiki/Ingratiation