I've noticed it too but don't mind too much. The more financial incentive there is in spreading FIRE concepts the more people will be spreading the message, and the harder they will do it.
My concern is that it goes to he point of diluting the idea so that people think they are working towards FIRE, but aren't.
For example, the food industry notice a trend against fat, so they'd fill food up with sugar and advertise it as FAT FREE. Or they'd load it up with synthetic chemicals, and label it SUGAR FREE. The industry knows they actually making people less healthy, but promotes it as health. That's an example of the kind of thing that puts me over the top.
Regarding the root of good guy, I'm fine with a little shameless promotion, even though it's a little over the top in the example you showed. His site is pretty authentic, and he seems to actually live the way he preaches. Moreover, he occasionally adds something new to the discussion. Here's something that I found unique regarding social security that I haven't found explained on other FIRE sites:
http://rootofgood.com/early-retirement-social-security/. I wouldn't put him near the level of Fadfientist/Afford Anything/JL Collins/GoCurryCracker, and some others in terms of original content, but I'd say he's one of the "good guys":)
And the Mad Fientist gives unique perspective on Roth Conversions, and GoCurry Cracker on using deductions/exemptions/geo arbitrage/businesses to reduce taxes, Paula Rant on her real estate perspective, Collins for stock advice.
If people are adding new content like the people mentioned above, I'll read it. And if they are just sharing their personal journey, then I probably won't read it, but I definitely support it, even if there's a little shameless promotion.
