Honestly writing a novel is a massive achievement so good on him. But moving copies is a difficult job and the publishing and bookselling industry is shrinking. The hardback, gilded edges is just an act of vanity. He would have been better of sticking to a digital version or a paperback if his ego demands a print version.
Writing and completing a book is an achievement - people say they will, and often stop when they realise that a commitment to writing and planning something between 50,000 and 100,000 words or more is not straightforward. Completing the task therefore is something that you can say requires commitment to the topic.
It doesn’t mean it’s any good. This is the brutal truth. The red flags are that nobody wanted to publish the book (think of how many are published, how many are rejected, that’s fine…) Adam is fairly one-dimensional with little apparent creativity, so it’s natural he would fall in to the majority of those who get rejected.
Most people don’t have the budget he has, so if they still had the desire to self-publish, they’d do so through Amazon or Lulu. He does however have a lot of money to play pretend - and I think this is where he is deliberately misleading himself with what the achievement is.
I don’t know if his fan base is sufficient enough to make him feel fulfilled, it probably is to be fair - if 1-3,000 fans buy his book, and 1-300 people review it, it’s enough gratification to fool anyone. He can have 100 of those people tell him that it would make a great film.
Like has been said here, he lives in an echo chamber. He could literally have created
anything - and really, think of that, he could have created anything and pumped money into promotion and the above formula is true.
The achievement is therefore amassing a fanbase by exploiting who you are - then monetising that fanbase. Adam clearly does that well, and if he wants to claim that he is a best-selling author via that, well then he could easily become a best-selling fashion designer based on people buying t-shirts with morning written on, a best-selling artist, a best-selling playwright, a best-selling homeware maker, a best-selling skin care product provider, a best-selling candlemaker.
Possibilities are endless if your ego is strong enough to shake off the shamelessness of it.