This is an excellent question. The text operates in a gray area, but after a thorough analysis, it is highly unlikely to be hidden advertising in the traditional sense (i.e., sponsored by a specific brand like Idahoan or a potato company). It functions much more like a personal essay, cultural critique, or a piece of content marketing for a writer or publication.
Here is a breakdown of the evidence for and against it being hidden advertising.
Evidence in Favour (That it could be a form of advertising)
Promotion of a Product Category: While it attacks instant mashed potatoes, the essay is a passionate, deeply researched, and persuasive argument in favour of making and eating real mashed potatoes. This could be seen as a form of "category marketing" that would benefit potato growers' associations (e.g., the Idaho Potato Commission), fresh produce retailers, or even dairy industry groups (since butter and milk are key ingredients).
It is Content Marketing: This is the strongest argument in favour. The piece is not an ad for a product, but it's an excellent example of content marketing for a person or publication. The author establishes themselves as a thoughtful, skilled writer with a unique voice. This essay is exactly the kind of work that would build an audience for a Substack newsletter, a blog, a book deal, or a magazine column. In this sense, the author is "advertising" their own brand and intellectual capabilities.
Specific Brand Mention: The author names a specific brand, "Idahoan," at the very end. Even though the review is negative, the principle of "any publicity is good publicity" could be at play, simply by putting the brand name in the reader's mind. However, this is a very weak argument given the context.
Evidence Against (That it is not hidden advertising)
Direct Negative Review: This is the most compelling piece of evidence. The author explicitly buys, tries, and gives a negative review (3/10) to the only specific commercial product mentioned, the "Idahoan brand instant mashed potatoes." No company would pay for a review that calls its product's texture "a smothering paste that coated my mouth and constrained my tongue like a straightjacket."
Length, Depth, and Complexity: The text is exceptionally long and philosophical. It delves into Incan agricultural practices, 18th-century cookbooks, WWII logistics, and sociological theory. This is the structure of a long-form essay or cultural criticism, not an advertisement, which typically prioritizes brevity and a clear, simple message.
No Call to Action (CTA): The text does not ask the reader to buy anything. There are no links to products, no coupon codes, and no suggestions for specific brands of potatoes, butter, or kitchen tools. The final "call to action" is purely philosophical: to be mindful of the difference between authentic things and their imitations ("mind the distinction whenever you notice the IMPish pattern").
Anti-Consumerist and Anti-Industrial Tone: The core message of the essay is a critique of industrial food production, convenience culture, and the "IMPish" (Instant Mashed Potato-ish) substitutes that dominate modern life. This is fundamentally an anti-advertising message, as it encourages readers to reject convenient, mass-produced products in favor of more authentic, labor-intensive experiences.
Personal and Intellectual Focus: The narrative is framed around a personal story about the author and their father. The central "product" isn't mashed potatoes, but a philosophical concept the author coins: "the instant mashed potato antipattern." The goal is to persuade the reader of an idea, not to sell them a good.
Academic Hallmarks: The author includes footnotes and a list of sources, which lends the piece an air of journalistic or academic credibility, distancing it from typical marketing copy.
Conclusion
The evidence overwhelmingly suggests this text is not hidden advertising for a product.
It is a well-researched, deeply personal essay that uses the story of mashed potatoes as a powerful metaphor to launch a broader critique of modern society. The most plausible "commercial" intent behind it would be content marketing for the author themselves or the platform where this was published. The goal is to attract readers and build a reputation as a thoughtful cultural critic, not to covertly sell a bag of potatoes or a box of instant flakes.