I agree. This may well be an excellent book, but the linked page triggers a huge number of my scam/self-help/multi-level-marketing/blowhard alarms. My first impression on seeing that page is that it looks remarkably like one of those "Work At Home, $80/hour, This Housewife Got Rich In Her Spare Time!" sites.

It's actually $120/hour. ;-) More seriously, you'll probably find the book to be less "marketing heavy" than that. Here is what Peter Cooper, of Ruby Inside fame had to say about the book (he was an early reviewer):

"Technical Blogging confidently straddles the line of showing exactly what a blog can do for you or your career, while being grounded and practical enough for us technical folks not to start running away from marketing speak. Antonio has done a great job."

Hi spindritf, it doesn't read much like an article or review because it isn't one. It is the temporary landing page for the book, and someone spotted it and submitted it to HN. So I agree, right now it's a bit "marketing heavy" for this crowd. In the future, this page will disappear in favor of an actual blog on the same subject of the book.