If you are wearing BDU's because you like the look, then whatever.
If you are wearing BDU's to make people think you are military and sell more stuff, that's dishonest and I don't like it.
If you are wearing BDU's and you are/were military and you are doing it to sell more stuff, I still don't like it. You can capitalize on your service for monetary gain but you shouldn't use the uniform to do so.
Sounds like this guy either was military or is pretending to be military. Either way I agree that it's disrespectful to use the uniform for commercial gain.