It's not ego. It's money. He's compensated somehow. I don't know if it's commission or profit sharing or whatever.
So what? More power to him for being successful. He's been outed.
Why are you the lone voice crying in the darkness? What makes you so special? You weren't targeted. Why isn't, to pick a name at random, jesseyhay complaining? I think jesse listed to KJ's advise, went and had a good time.
Now we all know what should have been obvious from the beginning.
If it's bothering you, there's an Ignore feature. All of his threads and all of his posts will go away. It will allow you to enjoy the board in peace. Or you can keep it up, bump his threads, bring in more business, and put money in his pocket, while making yourself miserable. Make yourself miserable enough, you might need a massage. (And I hear they're pretty good at that at Shangri-La.)