The point is that legally DICE can do whatever the fuck they want with this site. There is no law saying that any medium needs to label an advertisement as such. The reason newspapers don't try to pass ads off as legit news* stories is about journalistic ethics, not legal concerns.
Yep, I thought ethically that they were supposed to disclose such things as advertisements......
FTFY
I'll be reading about a prominent AI researcher getting murdered, ostensibly by his own AI, but really by anti-Skynet wackadoos. It's okay. Sherlock Holmes will be on the case.
(Sorry... spoiler alert?)
The hardest part of climbing the ladder of success is getting through the crowd at the bottom.