I think making a domain entirely dedicated to it is evidence that it wasn't intended as just self justification.
edit: On further thought, maybe not. It does seem to be the trend to do websites for a single topic or piece of writing. I would still take it as indication you are presenting it to others though.
As long as he indicates that it's anecdotal (as he did throughout the piece) I don't see an issue with sharing it with the world. It's not like he's selling himself as a car buying consultant; he's just sharing the fruits of his private labors with anyone who it may help. He's a Harvard MBA grad; I'm sure he's proud of his skills. I can see that fostering the desire to make a dedicated website. But then, I tend to see the best in people before considering the worst (which is probably why I'm not a businessman at heart).
edit: On further thought, maybe not. It does seem to be the trend to do websites for a single topic or piece of writing. I would still take it as indication you are presenting it to others though.