Promoting the game isn't what I take issue with here, it was the lack of disclosure. I agree that it's unfair for the community to punish somebody just because they're trying to get some recognition for something they worked hard on, but two wrongs don't make a right. You know how AAA game developers / publishers tend to show off a high-spec version of a game they're working on at E3, but when it releases the specs have been lowered to run on the systems they're selling it on and the game looks considerably worse (e.g. Watch Dogs)? Devs seek to portray their own games in a favorable light like this because the outcomes benefits them personally, but it's bad for players because they're paying for something other than what they were expecting. By not disclosing he was a developer, we were lead to believe the game was being presented from a neutral standpoint, when that was not the case.