Your description makes it seem more nefarious than it is.

This guy runs a blog about companies that he thinks are over-valued, and he shorts their stock. He's transparent about all of this. His readers / investors / the public know that he's likely short these stocks and that he makes a business of both using this investment strategy and blogging about it. They follow his advice at their own risk, with all of the information fully available.

There's a HUGE difference between that and getting into a position that you don't disclose, manipulating a media outlet into running coverage that appears objective but which is actually designed to do nothing but help your position, and then cashing out.