I don't find this dishonest or untrustworthy. I do find it distasteful.
It's clearly labeled as Sponsored, so I think any reasonable person who reads it knows it's a paid shill not an original opinion. There are, and have been for a while, parallel forms of advertising. Radio announcers have, for as long as there has been radio, been reading spots in their own voice touting one product or another. Paid spokespersons on TV have been around since it's dawning, and even in magazines, which Bryan's Blog is supposed to be a part of, there have always been advertisements that have the same or similar look and feel of the news content they provide. Almost every news site I read on the internet has similar "Sponsored Content" ads or headlines, and so I know either to not click on them, or if I do that I am clicking on an ad.
I do wish that this could be done a bit differently. As NJ said "Bryan is a guy who presents information and opinions, and he (and his employer, the BSA) want all of us to believe that information and opinions are correct, and follow them..." I think that these sponsored columns, and it looks like there have been about half a dozen of them, could appear on his blog without them being made to sound as if they're coming using his voice. I don't mind that there's sponsored content, but I think there are better ways to do it.