David has been working on this since before he was employed by Headphones.com. I don't feel like it reads like an ad at all. We've spoken on the phone about this project of his several times (which, by the way, still didn't prepare me for the remarkable scope of it), and he had some concern about how it might be perceived (in the context of his employment).
Having read the whole thing now, I can say that it doesn't at all read like an ad to me. Anything this comprehensive, this well-planned, this fervid...it can only be a labor fueled by a true passion for headphone audio. On top of all that, I think he owns everything he's reviewed in this project, so I can't imagine he could ever profit financially from this, just given the financial costs he's already sunk into it.
This is passion, obsession, love...plain and simple. I'm still wide-eyed at the scope of it, and I've been staring at it almost nonstop since last night.