Publicly shaming people for money is not right way for holding the true, athletic, fair-play spirit of running. While his work and methods are outstanding, it's still ethical burden to ask for donations just to humiliate wrongdoers. Don't get me wrong, i'm a runner myself and i'm all about reporting, but making it opportunistic just doesn't feel right for me.
Why do you think this is public shaming? If so, majority of newspapers are about public shaming. It's actually decent investigation here.
What does the status of newspapers being public shamers have to do with it?