Here's how I see it.

Dattebayo are within their full rights to say what they want, when they want on their website. They provide a service for free to everyone around the world. For this I think they deserve credit, regardless if it is to fulfill some sort of weird subbing business model they may have going.

However that said, when they do say things like what they have done this week people can't be blamed for thinking that they are assholes. No one likes to be talked down to, even if they are getting freebies.

If for nothing else, their behaviour makes no business sense, as it does not build any 'customer' loyalty to the brand. And its this loyalty that will bring home the money, not going on power trips.