Upload & Sell: Off
From my perspective he has a very adept grasp on composition, framing and the use of color to evoke a particular mood. He definitely has "an eye" for good photography and loves to travel and capture the beauty of nature.
Personally I don't see a difference between applying an Instagram filter and selectively adjusting curves, colors, white balance in Photoshop to evoke a desired effect, which is something that professionals do on a regular basis. To say nothing of cloning, dodging, burning, masking, etc, which are tools not even (yet) available on the smartphone.
Anheuser-Busch has a $1.3 billion marketing budget, of which about 10% ($135 million or so) is spent on advertising for Budweiser. About 3% of that (or $4 million) was spent online. So it's a tremendous "bang for your buck" for a company that already spends more money hiring professionals for its traditional (print and television) advertising than almost any other corporation.
That said, the article does not really provide any instruction for precisely how to get 60,000 followers. I would love to know, as I only have about 150!