I don't mind it personally. I think it's a brave attempt given the overwhelming sameness of most MTB advertising.
Sorry this sounds a bit earnest, but more importantly, and if you know anyone that works in the media they will back this up, websites like this are paid for (or more often, only subsidised and run at a loss) by advertising, and without that permanent RHS ad, STW would be less able to put on this big fat conversation that we all seem drawn to. So I welcome it, given the advice and connections I've had from here for zero investment!