Registered to present their own opinion. Your understanding of what lobbyism is is primitive to say the least.
You don't have to register as a registered lobbyist in USA to present your own opinion. You have to register as a registered lobbyist to represent somebody's else opinion.
Now Michael Shellenberger may be one of the pro-bono lobbyists (admittedly I haven't yet found out either way), but this would put him in the minority of registered lobbyists in the USA.
I will note that he was at one point a paid lobbyist for Hugo Chavez. Was he presenting his own opinion then?