I wonder what the ethics of 'flattering spam' are a la the comments on this blog...

I wonder what the ethics of 'flattering spam' are a la the comments on this blog post http://www.cynotwhynot.com/blog/post/MSBuild-missing-Microso...

On one hand its spam, but on the other the author can pretend it was a nice comment from an online handbag store owner.