Honestly you are being as transparent as you can in regards to LUX, so keep doing it the way you are with a little humor mixed in. Heck, I try to squeeze in a discussion about ECC whenever I can because like you and lux, I believe in it.

It's unavoidable that people come out with the "Shill" warcry because of your position. As long as your additional content shows equal analysis in other projects that you're not invested in, then the majority of your viewer-base will understand.