I don't think that BenCodie did a thing that is wrong. I think that the main problem here is coins.game's paying someone who has these thoughts to advertise.

For example, let's think that Coca-Cola is organizing an ad campaign on the forum. If I make a post saying "Don't drink cola, it's unhealthy." and if there is an ad of Coca-Cola right below the post this doesn't benefit that company. If I was a bounty manager I would have paid attention to these things.