Gareth L. Powell

I have a new literary hero. He's a science-fiction author in the UK named Gareth L. Powell. I had never heard of him until this evening, when I stumbled across a series of guest blog posts here, here and here. The reader - this presumes an audience of bloggers and amateur SF authors - is invited to benefit from Mr. Powell's years of experience in direct marketing.

My question is this: Have I been hoodwinked by some viral marketing persona? I mean, his copy is just too pitch-perfect to be an accident. Ex: 'If you’re buying Christmas presents, our book reviews will help you to separate the turkeys from the crackers.' - I mean come ON!