I don't think it's 'appropriate' as in proper, but 'appropriate' as in fitting. The use that fits it best in Russia is as a personal media pulpit, whereas in America its been a better fit as a personal journaling site, and in SE Asia, it's used as a personal storefront. I don't see him condemning these usage styles as incorrect--he talks about wanting to understand it better, even--just that it's different from the use he knows of in the Russian audience.

If I understand right, that's part of the logic behind moving away from advertising: half the user base uses the site as closed communities, which doesn't bring in lots of eyeballs for ads.