It is an open market and if he wants to advertise, thats just fine. If you don't, no one will even know aobut it unless your savvy enough to get the search engines to put you at the top.
I do agree I think it was kind of tacky to make your first post an advertisement but since this is an open forum he has the right. What I would have done is post to theswamp and have your web site in your signature. Advertisment, but subtle.
The only problem I see with me frequenting the new site are those horrid colors. Dude, if you want a steady support base of users, I think you're gonna have to go with more pleasant colors. Purple, red, yellow, bright green, etc...those should all be left out of your color choices.
Good luck to you