It's not so much their endorsement or even promotion of poker that I find a little bit unedifying, it's their hypocracy.
At one level they like to position themselves as the voice of the racing punter (their core customer) and then go round promoting alternative modes of gambling which if they continue to grow, will continue to take money out of racing. They don't mind fronting campaigns against the BBC removing free to view coverage, and then introduce a charge of their own (and don't be under any illusion, this is just a tester for a 100% subscription site)
They'd probably argue that they're providing a service that their customers want and where as i can see that there might be some overlap with golf and football, I'd be surprised if they've got any substantive market research that suggests their customers are crying out for poker. In any event their golf and football pieces are still based around discussion and looking for betting angles etc Do their poker articles discuss how to play certain hands etc? No. They're basically glorified 'advertorial' so far as I can make out, and running on a paralell course to racing, which if the authorities can't rescue the sport from the crossroads that its at, will continue to lose market share