So they're basically an ICO consultant or contractor? It looks like it's just as profitable to him as it sounds.

As far as those marketing techniques go, I'm aware of a lot of them such as paying for press releases or articles and paying users to shill their ICO everywhere, buying twitter followers, etc, but I wonder how much worse it gets. I guess it depends on the ICO and those behind it, some obviously 'just' use shady tactics while others completely lie and defraud investors.