I think the critic in each of us needs to get back on the bus.
Kevin Mullins' site is not materially different from Jeff Ascough's, another UK wedding photographer who's considered one of the world's finest in the documentary style. Ascough's site up until recently combined gear reviews (he's a Canon ambassador) and portfolio promotion and marketing. Nothing new in concept or unusual in it. If one's taste runs against this kind of promotion for whatever reason, no need to visit the site. Comments that imply hat Mullins' business acumen is weak, or worse, that Mullins (or Ascough or Arias or whoever) is attempting to fool people are harsh and presumptuous. They make their livings in some measure through gaining clientele and contacts via their sites. I really can't fault their approach and personally appreciate that they share technique and gear insights. These guys disclose fully their relation to Canon/Fuji. What biases and enthusiasms they have are easily understood, after all.
If you've ever tried to put your work and skills out there, promoting yourself these days inevitably and necessarily through the internet, you might have a different take on Mullins or those like him with a similar model.