He contributes value(Entertain/serve thousands) to the world and is rightly compensated for that in the form of cash money through advertisements or subscriptions.
But people that buy this book aren't looking to be entertained they want to gain knowledge to help them on a path to success, now if the foundation of his success that people want to emulate is based on lies and his book contains little to no value to the customer this is scamming people out of their money.
If I posted a video of me landing a helicopter that I rented for an hour, led people on to believe it's mine as a result of my entrepreneurial success and that I'm loaded(I'm not); then tried to sell you a book outlining how I became so rich then I'm defrauding people.
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