The problem here is that Benny Meng, and maybe others, are inextricably linked to both organisations.
You claim we "need to understand the difference", but actually the onus is on the HFY and VTM to ensure the differences, assuming they do exist, are clear to their audience(s), not the other way round., and that their members who have a foot in both camps declare which hat they are wearing at a particular time.
(forgive the mixed metaphors - maybe that should be "shoe" not "hat"
)
In law or business, if you have a potential conflict of interest, you are expected to declare it, not make it other people's problem to find it out.
When the line is this blurred, expecting the audience to understand exactly which organisation (though I note the article is written by two persons, not an organisation) is doing the talking is asking rather too much.
I haven't read the article, and am unlikely to, but the statements made about HFY's completeness and superiority obviously belong in an advertisement, not an allegedly learned article. As long as that intent is made clear, there's no problem.