Do you know why is he writing about Google Reader now? Go to your HN homepage right now, as of writing this comment, the Google reader announcement has about 1700 upvotes. Ouch, that's a lot of views for someone to let go of. Hence, if someone writes something that compliments this announcement, common sense tells me that they would get more page views.
There's nothing wrong in having ads on your blog/website, people do it all the time. What's wrong is trying to create an impression to your readers that your sole intention is to write quality content, while you care just about pageviews. Please, realize that marco.org is no different from Techcrunch!
Marco isn't innocent, if you've been following him closely. Also, I think it would help if you take a look at this page where he just blatantly sells us, his readers like some piece of junk commodity. http://www.marco.org/sponsorship