At the top of the page they say "WORLD'S PREMIER INDEPENDENT AVIATION NEWS RESOURCE".
The author assumes that if you're reading AV Web, then you're already somewhat familiar with the aviation scene and some of its jargon. We're not talking about an article published in the New York Times or Forbes here.
It's not interesting. If the person flying the thing makes money - or intends to -, it's commercial, if not, it isn't. Profit by unrelated third-parties is, unsurprisingly, unrelated.
Exactly I've seen a few services like this advertised exactly the same way (WSJ ads some run by former industry execs).
Interesting thought that the picture of the heli contradicts that (says "Gotham Air" on the side). That's no small point actually. Gives someone who doesn't read the fine print the idea that they do operate the aircraft. I understand why they do that but it is a bit deceptive.
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