Read beyond the headline and that really doesn't hold much argument at all. That article is him making the point that because of how stories are presented in games and the restrictions forced upon by gameplay, what the writers initially put down to paper and what the actual delivery of that writing in the final product can be vastly different. This is obviously a major difference between being a writer for a game and being a fiction novelist, which is where his use of the phrase "more like journalism" is coming from - it's pretty obviously limited to the "actually experience what the whole thing is" aspect, not him drawing some parallel between his job as a video game writer and journalists putting themselves into the line of fire in an effort to change the world, as suggested by one of the other idiotic comments on that article.
And if that article is advertising, then so is every other piece of text posted by any one who's ever worked on a game about the game. Which is downright silly.
I agree, but I thought the comment was funny, too. Could certainly apply it to a lot of videogame press.
I think the "it's like journalism" link is pretty tenuous, but I don't have any issue with the article in general.