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"paidpost.nytimes.com" AKA native advertising
In fairness, on site the itself it is pretty clearly highlighted as sponsored content.

Must admit that I was disappointed on clicking to find that it wasn't actual reporting.

same, i was hoping it would be something interesting :(
As long as it is made clear it is sponsored content I don't mind. I find it more acceptable than ads from third party networks.
to me the decision to write an article about a technical topic such as "APIs" shows a certain amount of importance given to technology by NYT. However once I read it as a sponsored article, it felt dishonest, as if the topic was not interesting enough to warrant "true" interest.
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