When doing so in a humorous, obvious way, and pointing out that it's not what was actually said, then yes.
You have a conflict of interest. You sell ScubaPro products. You make money by selling ScubaPro products. Online. You are using ScubaBoard as an advertising platform to enable your online shop to sell even more ScubaPro products. You are by definition a highly biased source.
After seeing all of his self promotion to exhaustion here, I find it hard to believe anyone would actually buy from him based on his scubaboard posts. If anything I would spend more money somewhere else to not buy from him.