Looking at Mr. Niedermeyer's linkedin profile[0] and what he's doing/where he's worked was kind of enlightening as to his purpose and motivations.
It probably works for him, though. I think 99+% of people, myself included, do not often look at who is writing what they read online. And I'd guess a majority percentage don't think about the fact that they are reading opinion vs. news.
The profile notes that Mr. Niedermeyer works in the PR and Communications industry, and the bio blurb says he has written Op/Ed for several major publications. His listed work history is at TTAC, followed by Argot Industries and, mostly concurrently with Argot, an unnamed startup. He founded Argot, which is an automotive industry research/analysis/communication/consulting firm serving private clients. His startup promises to redefine strategic communications.
I came away from this thinking Mr. Niedermeyer's work is more about influencing readers than informing them; that he is more PR flack than journalist.
It's not always clear what a blog or blog writer is all about. A lot of sites I read are literally subject enthusiasts recounting personal experience, testing something and reporting on the result, etc. You can often just take that information at face value: this is what this does, this is how this works, I did this and/or this happened, etc. Based just on work history, I don't think Mr. Niedermeyer falls into this category at all, which is what I meant by enlightening.
It probably works for him, though. I think 99+% of people, myself included, do not often look at who is writing what they read online. And I'd guess a majority percentage don't think about the fact that they are reading opinion vs. news.
[0] https://www.linkedin.com/in/edward-niedermeyer-35942261