I recently had a conversation with some DC area architects about this post:

This young intern architect did a great job at finding a low-cost way to get attention.  It’s actually turned into much more of a PR success than a marketing one.  (ie, he’s gotten much more free press out of it then paid attention from ads, etc.)
As he notes himself though, what DOES it do for/to the profession?  How many architects are silently fuming that a non-licensed architect four years out of school is offering professional advice for a nickel?
Truthfully, it doesn’t matter.  He is filling a need in the industry that wasn’t previously being met.  In an almost “Target-like” move, he is bringing design to the masses in a non-intimidating way.   As long as he is providing decent advice, he could be doing a great service to the industry.  He could be educating people about the process, overcoming some misconceptions that people may have about architectural professionals, and even adding some design sensibilities to everyday homeowner problems.  
The challenge for him and his new partner now is, how do they overcome the identity that they have set up for themselves?  The 5 cent advice booth doesn’t translate well into a profitable business unless the brand is managed well.  They have to make a jump from low value consultation to high value (or at least medium) design services.  In an industry where homeowners often just let the contractors/builders make design decisions for them, that could be a tough challenge.