His ban isn't permanent - also, there is a difference between simple "hey, check out my new site" messages between friends, and Recruitment PMs which aren't personal at all, and sent to non-friends, too. And yes, that happened, as they got reported and it obviously annoyed users, hence this announcement. It's also not just this one case, the message of this thread is quite simple and in general - just don't do it.

Personally, I think it's also quite the act of an asshole to recruit on this forum for another forum which is basically a copy, with the same sections and such... but that's just my opinion.