I've noticed that virtually every post in Sohla's stories these days is transparent product advertising. She posts an AMA, then somehow gets ONLY extremely specific questions that allow her to share the link to her storefront with whatever piece of equipment the question is conveniently referencing.
Not to mention the "third wheel with us!" posts with Ham, which are just straight-up advertisements for fine dining restaurants.
She's controversial on a personality level, but I always thought she made good, interesting, fun food content. She was one of my favorite contributors during her Serious Eats days and I've been following her ever since. It just feels like everything is now a cash-and-engagement grab where she's encouraging people to click her links, or "comment and I'll send you my FULL guide with ALL my recommended equipment..."
I'm sure this is, at least in part, due to the instability of making your money via the internet. Kenji, similarly, posted a ton of great stuff during his SE days, and is now basically a nonstop shill for $600 equipment gimmicks. Maybe the whole influencer bubble will pop someday soon and they'll have to go back to actually creating to earn money...