The article itself is pretty lazy too, like it was a paid placement. It mentions "Digital Shadows" nine times.
Most news sites do this, even the biggest and most respected. But I think they get a larger amount of their content this way, and consequentially some of it can be a bit self-promoty.
I could be wrong, but that seems exceedingly unlikely given the amount of stories he authors. Very much seems like either he or The Register got paid for this article.