So true, I was thinking the same thing...but it is great writing...I might just follow it for the drama -a web opera if you will. Oh gosh, that sounded dumb, but it's true. Maybe he'll get a new job as a writer and drop the startup altogether. What a "shock" that'd be.
You're probably right. If so, please don't think any less of the 'hidden' company - they would simply be the one that got caught (a lot of successful companies have pulled of similar stunts).
Miraculously, in 30 days, the author will reveal that he has saved the dying company, thanks to the Internet.
I wouldn't be surprised if there is a giant "subscribe to my newsletter" button very soon.