I also struggle with this which is why I plan ahead and start things publicly when I have the materials actually ready. She could have called out of her twitter for writers to commission before announcing the project. I wonder if she ever even picked up her emails. She had people willing to help her.
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Her motivations are really clear. Financial gain and to get a lovely dopamine hit by getting praise for doing it. Once that's faded, she's no longer interested because she only cares about herself.
Not really sure why she launched a whole new twitter account and website for this. She could easily have made it a series on her regular website?
More to the point, as soon as she saw the tag 'Minimum of degree qualified in nutrition science', she didn't want to play anymore. Why waste time doing that when you can set up shop as an expert in nutrition with no qualifications whatsoever