I might have a different take on this (I know this sounds vague, sorry). My initial reaction was similar to yours, but I now re-read the article and checked out the brand itself. Now it's possible you all know this person/brand from other articles and I may be wrong about this, but I'm just judging on this particular one in the campaign.
This FTM person seems to be a homosexual transsexual (ie the early onset type aka transkids). Although Kenny describes severe gender dysphoria and transitioned socially at 14, what is described here is a conservative treatment regimen (blockers at 17, presumably testosterone later unless the journalists have mixed up the two). There's no sense of claiming to actually be a man but rather an acknowledgment of female biology (which is typical, or used to be typical for transsexuals in general and HSTS in particular).
I've got no problem recognising the distress such a severe form of body dysmorphic disorder must cause. Having periods can't have helped. And remember being a teenage girl worried about having an embarrassing incident when you have your period? Well, that'd be just as bad, if not worse for an FTM trying to present male. And if Kenny is willing to stick his neck out explicitly acknowledging his female biology, is this not exactly what we want from the AGPs dominating the debate? They deny their biology. Kenny doesn't.
As for the brand. There's not a whiff of "menstruators" about the place. The content seems to be written for women and centering women. The only thing I find objectionable in the whole article for me is the bit about only 8% of online content centering the experience of the trans community.
This is a completely flawed argument. FTMs occur at a rate of 1 in 38K people. 99.99% of FTMs are HSTS (ie transkids). What they all have in common is that they try to transition asap with the aim to pass completely (which seems to be much easier for FTM HSTS than MTF AGPs). Which means that most FTMs no longer have periods and most who do, have them like Kenny - only until they start taking testosterone. So the number of FTMs who menstruate is probable closer to 1 in 50K or 100K ppl. The number of non-binary/gender fluid people we can only estimate but it's no more than the entire trans community which GIRES puts at 1 in 100 at the most. That's also a female population split of 99% to 1%.
So whoever you look at, HSTS or non-binary/gender fluid ppl, the trans community already is overrepresented in online content.