The post just talks about the map and hardly even mentions what the service does. In his own words, "this post is only skin deep."

If that is intended to be advertising, it isn't very effective.

I don't know that it's intended to be advertising, per se. If anything, maybe a web-design tip. That said, it's cool, but it's not uber-cool. The main idea seems to be that the live map is really awesome, but to me, it just looks like a fun gimmick.