that's hardly an advertisement, it's called using the english language and providing a real world example to clarify the point.

Yes he could have said "e-ink is used in several e-ink based commercial reading devices" but that would just be vague and clunky.
or he could have indeed said "e-ink is used on devices like the Amazon Kindle, Sony's reader, the IRex Iliad and many more" but that's just dumb.

Listing only the Amazon Kindle as e-ink using application - probably the worst of the ereaders - smacks of undue advertisement. It would have been more prudent to either list a few e-ink employing ereaders (Amazon's Kindle, Sony's Reader, iRex' Iliad), or only mentioned that it is used in commercial ereaders without mentioning brand/model name.