Yes, his approach is unauthentic. He often says things like, "nobody else writes like him," and all this other nonsense. The reason for that is because he's doing it wrong.
Here's an old example of my work that doubles as an honest advertisement.
The engagement after the show highlights the difference when one takes this sort of approach and does it properly.
The two key elements missing here are: intentional humor and honesty. I also didn't cram this down anyone's throat by purchasing votes. It's all 100% organic.